How a simple gesture builds lasting client relationships

My summer isn’t complete without having a Business Mastermind session with my business friend and Swedish speaker on AI and Upgrading Leadership, Mia Liljeberg. We usually stay close to Stockholm, I prefer somewhere near the water and work for three days on our strategic plans, content creation and of course, mixing business with pleasure.

We booked an Airbnb in Vaxholm, an hour ferry ride from Stockholm center and Vaxholm is golden. It has the island, archipelago vibe, but still is large enough to have a wide choice of restaurants, coffee places and water all around.

A free gift from a real estate agent

While we walked to get our morning cappuccino, we passed the exclusive real estate agent Sjönära and my eye fell on a stack of pink newspapers that were in a holder outside their entrance. Mia explained that this was a free gift from the real estate agent. Every morning, the financial/business newspaper of Sweden – the Dagens Industri – is freely offered to those that come and want to read it. No strings attached!

Isn’t that a brilliant marketing gift? Because it is their ideal customer that reads this paper, and it creates a bond with those ideal customers. Mia told me, that many people go get their coffees, grab a newspaper and when they are ready to sell or buy a house, whether it is their primary or vacation house, they go to Sjönära real estate agents.

So, what to learn from this good CX example?

 

These are the three key takeaways

1. Create meaningful value through thoughtful gifting

• Lesson
  Providing a valuable, no-strings-attached gift that resonates with your target audience is a powerful way to build brand loyalty and create a positive association with your business.
• Example from the Story
  The real estate agent Sjönära offers a free copy of ‘Dagens Industri’. This gesture not only provides value to potential clients but also aligns with the interests of their target demographic – business-minded individuals who may be interested in high-value real estate transactions.

2. Integrate your brand seamlessly into the customer’s routine

• Lesson
  Becoming a part of your customer’s daily life can significantly enhance brand recall and preference. By offering something that fits naturally into their routine, you subtly integrate your brand into their daily experiences.
• Example from the Story
  By placing the newspapers outside their office, Sjönära becomes part of the morning ritual for many locals and visitors. As these individuals grab their morning coffee and newspaper, Sjönära subtly enters their consciousness, making it more likely they’ll consider the agency when thinking about real estate.

3. Leverage local charm and community connection

• Lesson
  Connecting your brand with the local environment and community culture can help build stronger relationships with potential customers. It shows that your brand is a part of the community and understands local values.
• Example from the Story
  Sjönära’s use of the newspaper outside their office in Vaxholm, a charming and strategically located island town, taps into the local culture of relaxation mixed with business. This reinforces their brand as being in tune with both the local vibe and the professional needs of their potential clients.

This blog is part of the 4-part series Summer CX Experiences: The Good, the Bad, the Better and the Brilliant.