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Do you really want to "capture" a consumer?

I've attended a few seminars, meetings and read a few blogs lately where I've read about companies and agents trying to "capture" consumers. Semantically speaking, wouldn't you rather "establish a relationship" with consumers vs. capturing them?

As a consumer, I personally do not want to be captured. That term implies being caged like an animal without an ability to get free. Like I'll be receiving an overkill amount/abundance of e-mail, phone calls, snail mail, etc. until I buy. I'd love to see us an industry get to the point where we use more consumer-friendly terms and phrases in these instances.

At Real Living, since 2002, we've been using the label "customer care center" when referring to our "call center/lead capture mechanism/etc." We use the phrase "warm and inform" when referring to how customer care employees treat and communicate with consumers generated online.

Inserting more consumer-friendly terms and phrases like these into your company or team's culture will pay dividends when it comes to our primary sales purpose - generating commission income.

Posted by Chris Svec on 07/22/2008 09:25 AM

Comments (8)

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8 Comments on Do you really want to "capture" a consumer?

I am sure that the consumers being "targeted" also feel the same way. We should strive to build relationships with our consumers, especially in todays market

07/22/2008 09:31 AM

by Fernandina Beach Realtor® Danial Dansereau (Watson Realty Corp.)

Agree. I know I'm personally at fault for using that term too. Thanks Danial!

07/22/2008 09:33 AM

by Chris Svec, Real Living, Inc.

Chris - as always your Blog gets me thinking, which I enjoy. I think the terminology one uses and the vocabulary one adopts portrays how one thinks.

Does one "exploit a situation" or "capitalize on the opportunity"?

Does one "Sell Real Estate", or "Facilitate a Property Negotiation"?

The language used definately casts the tone of how one deals with clients.

07/22/2008 09:36 AM

by Stewart Penn - West Hollywood Condo Specialist (Penn Properties)

Stewart...great reply! Especially in email, Chris and I are always discussing how we are always cautious about how we write emails -- it can set a tone not intended. He had an interesting blog about email vs phone.

07/22/2008 10:05 AM

by Keith Kumler: Regional Director, New Markets (Real Living, Inc)

I believe we are in the service business, we have market knowledge, as well as the technical knowledge of the transactions. Consumers want help making decisions, they to be comfortable that they are making smart informed decisions. They are not at all interested in being captured by anyone. Stewart is right on.

07/22/2008 10:06 AM

by Chris Miller (ERA Brokers Consolidated)

"Capture" is kind of like "hooking a fish" and "reeling him in." I don't much care for that analogy either. Although I'm sure it is not the intent, "Customer Care Center" is kind of clinical though; It may also imply that a customer may be sick or like in a hospital and needs to be cared for. I like "warm and inform" ...that's kind of clever.

07/22/2008 10:09 AM

by Jon Miller (United Country-Marshland Realty)

Stewart-

Thanks for your comment/compliment. I enjoy your "facilitate a property negotiation" phrase.

07/22/2008 10:12 AM

by Chris Svec, Real Living, Inc.

Jon-

What would you suggest instead of customer care?

07/23/2008 10:54 AM

by Chris Svec, Real Living, Inc.