Retention is the cornerstone of a thriving sales business. Many agents spend marketing dollars on finding new customers instead of fostering relationships with the ones they already have. It’s a constant struggle, but studies show it costs five times more to acquire a new customer than to retain an existing one.

This guide expands on the foundational principles of client retention. By following these steps, you’ll foster stronger relationships with clients, grow your renewals, and position yourself as a trusted resource.