It's a story that's frequently told by real estate success coaches and commentators. For agents who want to stand out from the crowd, there's no need to struggle for years learning the secrets of success by trial and error. Instead, most coaches recommend finding those who perform at extraordinary levels, studying their habits and principles, and applying them to your own practice.
Aim for the top 10 percent of your field, they say, and you'll surely find lasting success. It's easy in principle...just consistently do what nine out of 10 agents won't - or can't - do to create remarkable client experiences. In the age of social media, the remarkable client experience is to be taken literally. People use Twitter and Facebook to remark about their experiences with real estate professionals. Typically, that means extraordinary or awful experiences, while unremarkable experiences go undocumented.
What's that mean? If nine out of 10 agents don't provide remarkable experiences, and you're the 10th agent who does, you win. Here's one winning agent's story:
A few years ago, I was interviewing some of our company's subscribers when I realized I was speaking to an artist at work. A master of his craft. The 10th agent.
His name is Stephen Haas, and he works with his wife Caryn in the Western Chicago suburbs. Long ago, Stephen observed that sellers typically receive carefully prepared marketing presentations and CMAs filled with neighborhood and pricing information, comparable sales and local trends. Buyers often got little more than a stack of MLS printouts and someone to chauffeur them around town and open lock boxes for them.
Stephen saw opportunity.
His idea was not just to treat buyers as well as sellers, but to provide them with even more personalized, local information and off-the-charts service levels. He calls it treating buyers like royalty. In fact, Stephen is a master who knows how to wow prospective buyers before they even get into his car to look at homes. His success rate with the buyers and sellers his team works with approaches 100 percent. How does he do it?
Imagine that you're a homebuyer. When Stephen picks you up, he will open the car door for you. On the passenger seat is a personalized report with your name on it and a Haas Team pen clipped to it. You can't sit down without picking it up. Once that BuyerTour is in your hand, the royal treatment begins.
What's this? Glad you asked, Stephen says. This report is a BuyerTour I prepare for all my clients. It's got photos and listing details for the homes I thought we would look at today, based on our conversation about your requirements and goals for home ownership. We can take a look at them right now and if any of them are really not for you, we can cross it out now because I know your time is valuable and we just want to focus on the homes that meet your needs. You can use that pen to take notes on what you like and don't like about the homes.
Since buying a home is such an important decision, this can help you compare homes and remember the features you liked or disliked about each home. There are also maps to show you where each home is located in relation to local points of interest.
For houses in the price range we'll be seeing, I've also included down payment and loan scenarios so you can estimate what your initial costs and monthly payments will be...
Before Stephen starts the car, he's already treating his buyers like royalty and building loyalty, sales and referrals.
You can learn the Haas Team's secrets for remarkable service on Thursday, March 25th for this Secrets of Top Selling Agents Webinar. He'll be joined by Cindy Marchant, who will talk about combining tools such as YouTube, Facebook, and Twitter with live buyer classes to educate and attract buyers. Reserve your space for this free webinar sponsored by eNeighborhoods today!
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