What is service to a buyer or seller? I was taught originally you make friends with your prospects, treat them like family, hold their hand, never really become too aggressive. Then I went to a different seminar. It was explained to me I was in the business of selling homes, and the only way to be judged is did the seller home get sold, did the buyer get the property. Did not matter what happened, who did what as long as the deal closed you did your job,and that is service!
My personal feeling is you need both scenarios and then more! Truth is yes the buyer and seller are looking at the end of results of closing the transaction, but why should the experience be unpleasant getting to the result? Closing transactions is how you get paid, what is wrong with you keeping that goal in mind as your primary objective? I do not think there is anything wrong.
I feel the experience the buyer and seller have should not only result in a closed transaction (if that is what is best for the customer) but the client should become a "raving fan" in the process. One of the easiest things to do to accomplish this feeling is communicate MORE with the client AFTER the contract is signed and AFTER the transaction closes! You see the consumer understands how you get paid, but if they continue to hear from you long after they expect to what do you think that does for their home purchasing or selling experience?
We have all heard the philosophy under promise over deliver! Easy to do. Communication alone usually elevates the experience for clients. Do not be afraid to let the clients know some of the suttle things you do to resolve what are everyday issues for us but not them. What about continuous personal hand written notes DURING the transaction? Little things make the customer feel special. Your goal should be the customer feeling they could receive the attention and treatment you provide from no one else, and no matter how busy you are or perceived to be THEY ARE SPECIAL.