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Smile Moments: The Secret Weapon For Real Estate Agents To Build Lasting Client Relationships

When most people hear the word leadership, they picture brokers, managers or association executives. But here’s the truth: every real estate agent is a leader. You’re leading your business, your transactions and — most importantly — the client experience.

One of the most powerful (and surprisingly simple) ways to strengthen that leadership is by recognizing and maximizing what I call SMILE Moments — those small but significant interactions that leave people feeling valued, cared for and connected.

This idea isn’t new. It builds on a classic principle from Moments of Truth by Jan Carlzon, former CEO of SAS Airlines, who showed the world that every touchpoint with a customer shapes how they view your business. In real estate, those touchpoints can be the difference between a forgettable transaction and a lifelong client.

What Jan Carlzon taught us about moments of truth

Back in the 1980s, SAS Airlines was struggling. Passengers were frustrated, the brand was fading, and the company needed a complete turnaround. Carlzon recognized that what mattered most wasn’t the planes or even the ticket prices. What mattered was how the customer felt during every single interaction with the airline.

He called these interactions Moments of Truth. Every time a passenger touched the company — whether booking a ticket, checking a bag, asking a gate agent a question, or interacting with a flight attendant — SAS had a chance to either strengthen or weaken their relationship with the customer.

Carlzon identified hundreds, maybe thousands, of these micro-moments and assigned responsibility for them to department heads. The baggage staff, the ticket counter, the phone operators — each had ownership of the experience. He knew that the company’s reputation was being built in those tiny windows of interaction.

And it worked. By focusing on Moments of Truth, SAS transformed its reputation into one of the most respected airlines in the world.

Disney’s twist: magical moments

Disney uses a similar philosophy, calling them Magical Moments. These are the times when cast members (employees) can go beyond the script and do something small — but memorable — that delights a guest.

Maybe it’s a staff member handing a balloon to a crying child, or a custodian drawing Disney characters on the sidewalk with a water mop. These moments don’t just fix problems; they create loyalty, connection, and lifelong memories.

Disney knows that it’s not just the rides and shows that matter — it’s the little touches along the way.

The real estate version: smile moments

In my company, our culture is centered on helping real estate professionals design a business and life worth smiling about. That’s why we’ve adapted Carlzon’s and Disney’s ideas into what we call Smile Moments.

These are the times when you, as a real estate professional, can make a buyer, seller, or even a colleague smile with very little effort — yet the impact is enormous. They define how people see you, how they talk about you, and whether they refer you.

Think about it: your reputation isn’t built in one big moment. It’s built in dozens of small ones — in your texts, your phone calls, your open house greetings, your showing follow-ups, and your listing updates.

A dozen smile moments every agent should master

Here are 12 Smile Moments you can begin identifying and improving today:

The First Call or Email Response
How fast do you respond when a lead comes in? Speed alone can make clients smile. A quick, friendly response shows professionalism and respect for their time.
The Appointment Confirmation
Sending a warm, reassuring text or email the day before a showing or listing appointment sets the tone. “Looking forward to seeing you tomorrow!” is a small thing, but it creates confidence.
Greeting at the Door
Whether it’s a buyer at a showing or a seller at a listing consultation, your first 30 seconds matter. Eye contact, a smile, and genuine enthusiasm can make clients instantly comfortable.
Explaining the Process Clearly
Real estate is complicated. Buyers and sellers often feel overwhelmed. Taking a moment to break things down simply, and with patience, is a Smile Moment that reduces anxiety and builds trust. Don’t forget to use metaphors, analogies, and stories to take BIG concepts and make them easily understandable.
Proactive Updates
One of the biggest frustrations clients have is feeling left in the dark. Calling or texting with updates before they ask, even if it’s just to say, “Nothing new yet, but I’ll keep you posted”, is a Smile Moment that shows you care.
The Showing Experience
Little touches make a big difference: arriving early to turn on lights, open blinds, and make sure everything feels welcoming. That’s a Smile Moment for buyers and sellers alike.
Personalized Thank-Yous
After a showing, an appointment, or a listing presentation, a handwritten thank-you note, or a thoughtful text creates a Smile Moment that feels authentic and rare in today’s digital age.
Celebrating Small Wins Along the Way
Did the appraisal come back clean? Did the inspection issue get resolved? Share the good news with excitement. These are Smile Moments that keep clients encouraged through the ups and downs.
Problem-Solving with Grace
When something goes wrong — and in real estate, something always does — staying calm, professional, and empathetic can turn a stressful moment into a Smile Moment where clients see your true value.
Closing Day Surprises
A small gift, a welcome-home sign, or even just being there with a camera to capture the key handoff creates an unforgettable Smile Moment clients will talk about for years.
Post-Closing Follow-Up
Most agents disappear after the closing. Calling 30 days later to ask how they’re settling in — or dropping by with a small home-improvement gift — is a Smile Moment that separates you from the pack.
Remembering Life Events
Noticing birthdays, anniversaries, or the anniversary of a closing and reaching out with a personal message is a Smile Moment that deepens relationships and builds referrals.

Why smile moments matter more than ever

In today’s market, buyers and sellers have endless choices. They can find listings online, tour homes virtually, and even explore “do-it-yourself” platforms. What they can’t get online is the feeling of being cared for by a real human who sees them, hears them, and makes them feel valued.

That’s where Smile Moments become your competitive advantage. They don’t require huge budgets or complicated systems. They require attention, empathy, and consistency.

When you master Smile Moments, you stop being “just another agent.” You become a trusted advisor, a calming presence, and the professional people remember long after the transaction is done.

How to identify your own smile moments

Here’s a simple exercise inspired by Jan Carlzon’s strategy at SAS:

Map the Customer Journey. Write down every point where a buyer or seller interacts with you or your business — from the first online inquiry to the post-closing follow-up. (Our friends over at Rayse are doing an extraordinary job helping agents with this!)
Look for Emotions. At each point, ask yourself: is the client likely to feel anxious, confused, excited, or overwhelmed? These emotional moments are where Smile Moments matter most.
Design Small Actions. Decide what small gesture, message, or behavior could turn that moment into a positive memory.
Assign Ownership. If you have a team, make sure everyone knows their role in delivering Smile Moments consistently.
Review and Refine. Regularly ask clients for feedback. Their insights will help you spot even more Smile Moments you hadn’t considered.

Smile moments create loyalty, referrals and joy

The beauty of Smile Moments is that they’re not just good for your clients — they’re good for you. When you focus on creating smiles, you’ll find yourself smiling more too. Your business becomes less about chasing transactions and more about building meaningful relationships.

Jan Carlzon proved that paying attention to these micro-moments could transform an entire airline. Disney proves it every day with magical moments that keep families coming back year after year.

And you, as a real estate professional, can prove it in your business. By identifying and delivering Smile Moments, you’ll not only elevate your reputation but also design a life and career truly worth smiling about.

Darryl Davis, CSP, has spoken to, trained, and coached more than 600,000 real estate professionals around the globe. He is a bestselling author for McGraw-Hill Publishing, and his book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for most sold book to real estate agents.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: tracey@hwmedia.com

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