Past clients. Core to Kern.
Your past clients already know you.
What would they get from you? We make you a sample newsletter in your own house style and an outside-in scan. You don't send us anything for it.
Your client file sits idle.
Your CRM holds years of files, with buyers and sellers mixed in among viewers and brochure requests. Nobody knows exactly who you may email, so you email nobody. So the file sits idle, while your past clients will be moving again in a few years.
Prinsenstad Makelaardij in Delft
Prinsenstad cleaned up its client file and sent its first newsletter to past clients in September 2026. That is one agency and one month. With every new agency we measure against its own figures from previous years.
- Past clients who got in touch in September 2026
- 3
- Average per month in previous years
- 1
How it works
We give something first. Your client file only comes into view when you want it to, and then on your own screen.
Sample and scan
You get a sample newsletter in your own house style and an outside-in scan, together on a private page that only your link leads to.
Nothing to send usA call on your own screen
We count together in your CRM, on your own screen or over screen sharing. Rather count yourself? Then you get a one-page counting guide for Kolibri or Realworks, the CRMs most Dutch agencies use. Your client file never leaves your office.
30 minutesData repair and segmentation
We clean up your export and link listings to contacts, under a data processing agreement. Past clients with a real transaction are kept apart from leads. You get a list of corrections for your own CRM.
Weeks 1–2Newsletter for past clients
Every quarter, a newsletter with local market figures, each with its source, and homes from your own listings. It goes only to past clients, from your own domain, and only after you approve it.
Weeks 3–6Triggers and opt-in
When a client reaches a home anniversary, when the annual WOZ value (the municipal property valuation) arrives, or when a home sells nearby, a personal draft waits in Outlook for you to send yourself. Forms on your website start collecting opt-ins from new leads on day one.
Weeks 3–6
After six weeks a subscription takes over: the quarterly newsletter, the triggers and a clean-up after every new export.
What the outside-in scan measures
Only what is public. We don't need your client file for it.
- Email delivery for your domain
- SPF and DMARC, DKIM for the common selectors, and whether your domain is on a blocklist. That tells you whether your domain is ready to send email.
- An estimate of your dormant client file
- Years in business times sales per year, taken from your own site or Funda, the main Dutch property portal. From that we estimate the home anniversaries in the coming year. It stays an estimate, and the scan says so.
- AVG (GDPR) hygiene on your website
- Whether your website has a privacy statement, a newsletter sign-up and a cookie banner.
What your past clients receive
Two things. Every quarter, a newsletter for all your past clients, with market figures and homes from your own listings. And at a moment that matters, such as a home anniversary, a personal draft in Outlook that you send yourself.
Your sample newsletter gets your own house style, figures for your own municipality and homes from your own listings. You can keep it, and use it on your social media too.
A personal draft for a home anniversary
- To
- Anne
- Subject
- Five years on the Lindelaan
Dear Anne,
Five years ago today you got the keys to your home on the Lindelaan. Congratulations on five years there.
Curious what your home is worth now, or what has sold near you? Send me a message and I'll take a look for you.
Kind regards,
Jan de Vries
Makelaardij Voorbeeld
Home anniversary, 5 years · anonymised example
Questions
Request a call or scan
Fill in your details. If you choose a call, you pick a time straight away. If you want just the scan first, we make it with the sample newsletter and send you the link.
We use your details only to make the sample and the scan and to get in touch with you. Read the privacy statement