How to Transform Repeat Notary Clients into Loyal Advocates

The Difference Between Repeat Business and Loyal Customers in Your Notary Business

Building a steady stream of clients is essential as a notary, but constantly chasing new business can be exhausting. Instead of spending every day searching for new leads, developing strong relationships with repeat and loyal customers allows your business to thrive with minimal marketing effort. The key is understanding the difference between repeat business and loyalty—and knowing how to move clients from simply using your services again to becoming true advocates for your business. 

Repeat Business vs. Loyal Customers: Understanding the Difference

• Repeat Business: Clients who return to you for notary services, often because of convenience, habit, or a lack of alternatives. They may not be emotionally connected to your business and could switch to another notary if the situation requires it.

• Loyal Customers: These clients actively choose you over others, even when alternatives exist. They save your number in their phone, refer their friends and colleagues, and are willing to adjust their schedule to work with you. Loyal customers are invested in your success and see you as more than just a service provider.

Examples of my loyal customers for my business include:

• An attorney who found me through an internet search first used my service and then decided I would be her only notary. She consistently uses my service month in and month out and has referred other attorneys to me when they needed me in my area. She has also helped me as a resource for questions about estate planning documents when discussing them with clients to keep me out of the unauthorized practice of law.
• I have developed relationships with social services in hospitals who call me directly or give my name to patients for notarization.
• I developed a relationship through my service as a notary with an HOA management company that expanded their use for me as an Inspector of Elections for all their HOA clients and has referred other HOA companies to reach out to me. They also attended an educational event I coordinated to speak to an audience of notaries.

Why Loyalty Matters More Than Just Repeat Business

Loyal customers are the backbone of a sustainable notary business. Here’s why cultivating them should be a priority:

1. Less Time Spent Finding New Business – Acquiring a new customer is far more expensive and time-consuming than keeping an existing one.

2. More Referrals – Loyal clients naturally become advocates, bringing in high-quality referrals that already trust you.

3. Higher Retention = More Stability – Having a strong client base that repeatedly chooses you ensures consistent income and reduces uncertainty in your business.

4. Stronger Personal Connections – A trusted relationship means your services go beyond notarization—you become a valuable resource.

How to Turn Repeat Clients into Loyal Customers

It’s not enough to provide a service without mistakes. To foster loyalty, you must go beyond exception-free work and create an experience that makes clients feel valued. Here are some key strategies:

1. Make Staying in Touch a Habit

• Send a thank-you card after an appointment.

• Follow up with a quick email or text to check how everything went.

• Offer to answer any follow-up questions perhaps referrrals to demonstrate long-term reliability.

2. Acknowledge Life Events

• If a client has purchased a home, send a congratulations card or a small gift.

• After a difficult signing, such as a power of attorney for a sick relative, send a card or express a few words of strength.

• If notarizing at a hospital or bedside, offer a kind word or gesture that shows you see them as a person, not just a client.

3. Provide Exclusive Perks for Loyal Clients

• Give priority scheduling to repeat customers. Think outside regular business hours to accommodate.

• Offer discounts or perks for clients who refer others.

• Let VIP clients know they can call you first before searching for another notary and if you cannot accommodate directly you will find them a notary who can.

• Add Loyal customers to your phone, think signing service or title company or other business as well as individuals.

4. Remember Personal Details

• Take note of small details about your clients, such as their business, family, or pets, and bring them up in future conversations.

• A simple “How’s Max doing?” (if they mentioned their dog) can strengthen rapport.

5. Educate & Provide Value Beyond Notarization

• Offer tips on related topics, such as estate planning.

• Offer legal resources such as Attorneys with whom you have relationships or platforms.

• Send out a quarterly email with helpful notary-related insights.

7. Surprise & Delight Clients

• After a referral, a handwritten thank-you note and multiple referrals with a gift card (think Starbucks or Dutch Bros) to show appreciation.

• Unexpected gestures create lasting positive impressions and make clients feel valued. I offer to drop packages at the shipping depot for my specialty work.

Final Thoughts

Building a successful notary business isn’t just about providing a service; it’s about building relationships. Repeat business is good, but loyalty makes your business sustainable, profitable, and rewarding. By implementing small but meaningful actions, you can turn repeat customers into loyal advocates who return and bring new clients your way.

Take a moment to think: Who are the clients already showing signs of loyalty? What small step can you take today to strengthen that connection? The key to long-term success isn’t just in transactions but relationships.

Are you ready to take the next step toward reaching your goals? Let’s connect!  Schedule a complementary strategy call www.calendly.com/biewer and together we will create a clear plan to help you achieve your vision.

Always at your service,

Laura