How this agent grew her business by 74% year-over-year while spending next to nothing

When most agents think about growth, they go straight to lead generation. But one of the most overlooked opportunities for long-term sustainable growth isn’t finding new people. It means taking better care of the people you already know.

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Rachel Kilmer is a Kansas City real estate agent who averaged 74 percent annual growth during her first five years in the real estate industry. While many people look at her social media presence and assume it is the main reason for her success, Kilmer is quick to shift the credit.

The foundation of her business is not social media. They are relationships. More specifically, it’s a consistent commitment to showing appreciation to the people who have supported her business through thoughtful gifts delivered via pop-bys to stay top of mind.

It started before she ever made a deal

From the beginning of her career, even before she was successful, Kilmer invested in relationships. Before she even completed her first transaction, she bought mini bundt cakes from a local bakery, wrapped them with a bow and a business card, and personally delivered them to about 80 people she knew.

• Friends
• Family
• Parents of her children’s friends
• Anyone she believed could support her new career

She understood something that many agents miss: relationships are built long before they are needed. That simple gesture became the first step in a strategy that still drives her company today.

Marketing in real life

One of my favorite concepts she shared is what she calls “Marketing IRL”: marketing in real life. These days, she plans her entire year full of client events, pop-bys and relationship contacts months before the year starts.

Using a large paper calendar and a color-coded system, she strategically maps customer appreciation events, visit times and communication opportunities to ensure she stays in consistent contact without overwhelming people.

Her goal is not constant promotion. Her goal is consistent attendance. She doesn’t want there to be a month in which customers don’t receive anything from her. That is an important distinction. Many agents only communicate when they need something. The most successful relationship marketers communicate because they genuinely want to provide value and stay connected.

The surprising number every cop should know

One of the most interesting parts of our conversation was about investments. Many real estate agents wonder how much they should spend on customer appreciation. Over the years, she has spent approximately 7 percent of her gross commission income on client events, pop-bys and relationship marketing.

Some years were higher. Some years were lower. But what stood out was something else. The only year in which she experienced a drop in production came immediately after the year in which she spent the least on relationship marketing.

While that’s not scientific proof, it certainly reinforces something that many top producers already know: staying top of mind is important. Relationships require investments. And often the marketing activities with the highest returns are not digital at all.

3 pop-by ideas agents can use immediately

Kilmer shared three pop-by ideas she’s implemented that agents can implement regardless of their budget.

4th of July celebration packages

Some of her favorite summer pop-bys include:

• Mini American flags
• Freeze pops
• Asterisks
• Small novelty fireworks
• A branded lighter, flashlight or sunscreen
• A personal note

These can be packed together in red, white and blue bags or branded bags depending on your budget. The total cost may be less than a few dollars per household, but the impact is significant because it occurs at a time when people are feeling patriotic and less overwhelmed than they often are during the holidays.

Mimosa packages for Mother’s Day

This was one of her most successful customer appreciation pop-by gifts, and it can be used for other important days for moms, like the first day back to school, the first day of summer, or, as she did, Mother’s Day.

She wrapped these gifts in small boxes filled with:

• Mini bottles of orange juice
• Mini champagne bottles
• Sparkling grape juice
• Personalized notes

She created an experience that felt personal and thoughtful. What made it especially effective was that it targeted a specific household member. Instead of creating something for everyone, she created something that made mothers feel seen and appreciated.

Team spirit baskets

Kilmer lives in Kansas City and is capitalizing on the excitement surrounding the Kansas City Chiefs.

Her football-themed pop-bys include:

• Team-colored pompoms
• Plan magnets
• Small branded footballs
• Personalized notes

The lesson goes far beyond football.

Every market has something that people rally behind:

• Professional sports teams
• College athletics
• Local traditions
• Community events

Finding ways to connect with those passions creates opportunities for deeper relationships.

Why this works

At its core, Kilmer’s strategy isn’t really about gifts. It’s about thoughtfulness. Most people don’t remember the dollar value of what you gave them. They remember the feeling you made them.

In an industry where consumers are constantly marketed to, the rating stands out. When customers feel celebrated rather than sold to, relationships deepen. As relationships deepen, referrals increase. When referrals increase, businesses grow.

That is exactly what Rachel Kilmer’s story shows.

Many agents are looking for the next lead generation tactic, social media trends, or AI tools that will transform their business. Those things certainly have value. But sometimes the biggest growth opportunity is much simpler. Reach out. Show appreciation. Four people.

While technology continues to change, one thing remains constant: people still want to do business with people who make them feel valued. And that may be the most scalable growth strategy of all.

Connect with Rachel Kilmer Instagram.