Running a real estate practice is a lot like running any retail business. Problem is there are a lot of people doing real estate and owning and operating a small business that have no clue as to what they really need to be giving, doing and focusing on.
That focus ... the customer ..... what they want. This past week I stopped into my favorite (or was my favorite) local coffee shop at the beach, Va Beach, Va. .... I have been going there since 2004 when I moved to Virginia Beach ... moved kinda cold turkey from metro DC and started selling again from scratch. I've gotten a fair amount of business, sitting in the cafe .... 1.5 blocks off the boardwalk. Most morning's (not now) you can find me there, sipping Seattle's Best, glancing at the local paper, and chatting with the other locals that stop in.(no more locals) For this daily ritual ... I have been able to make contacts .... to write contracts ... so it's been a profitable point of networking for me.
Tuesday .. I went in as usual .... just to get a cup of Joe ..... the place was virtually empty ... just one other local customer sitting outside .... I paid up front as usual and got my cup ... went to the carafe station to get my favorite Dark Roast .... I really needed it that morning .... and guess what .... dark roast carafe empty ... the owner Jen ... was busy on the phone ... she sorta glanced at me with a little disgust, (maybe because it happens with me every other day) I guess for interrupting her conversation, and then I proceeded to the next "Best" ..... regular roast ... and again .... that too was empty.
Now you have to understand ... the dark roast is the most popular ... and this is not the first time I have stepped up to pour my own and it was empty ...... When I handed her the other empty carafe she promptly put down the phone .. turned in haste and only then started to brew some more coffee. I was in a hurray .... I didn't have time to wait the 10 mins, and I had other alternative local coffee shops within 3 min. drive. So I left ... told her i be back later. (thinking "not") Now remember I had already paid for it .... Jen didn't offer any apology ... no offer of a refund ... not even a "sorry ... come back later for lunch and I'll make it up for you".
Now mind you ... I have been patronizing this shop almost daily ..... for 6 years ..... Jen is the 5th owner in 6 years .... yeah .... similar stories of mismanagement and lack of true customer focused service; Kinda taking the customer for granted.
So .... that was Tuesday ... now ..... I thought about never going back there again ... but I'm a true believer in patronizing local Va Beach business before big chains .... so I ventured back in on Thursday ... just after lunch .... lap top in hand to take in some wifi time ... a little line (4 people, all tourist) and Jen behind the counter .... was beginning to look like a repeat day .... no friendly smile by Jen ... no, "hey Hi, how are you doing be with you in a minute" .... no acknowledgment, except a starring glare. So I waited in line ... noticed again the coffee carafes empty .... so I proceeded to sit down and surf the net while waiting. Jen proceeded with the espresso and latte makes then started on the lunch orders for the 3 people a head of me. Now mind you ... I'm a predictable customer ... she knows I always get a medium .... dark roast, normally she has the cup waiting ... but again not today ... not even a mention of the drink I paid for 2 days before and never got.
So again ...after 20 minutes of waiting ... no coffee .... I left. All I wanted was a Cup o Joe .... It's a coffee cafe .... that's what people come in there for .... coffee.
What does all this have to do with real estate????? everything ..... what service are you offering? What are you delivering? Are you listening to your customer? Are you acknowledging their patronage? Are you truly giving them what they want? Do you know what they want? When you make a mistake .... do you acknowledge it and offer more? Are you communicating with your customers? Are you quickly responding to their inquires? Do you deliver more than you promise or less? Do you really have a passion for what you do .... or is it just a job?
If your not enjoying what you do ... if you can't deliver .... if you are not listening ... if your not giving exceptional customer service .... you better get out of the business, before your customers leave and leave you out of business. Follow your passion ...... and give it more than your best .... know your business and know what your customer wants ..... service .... doesn't really matter what it cost ... they want you to deliver what they want .... just a Cup o Joe!
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