Luxury Real Estate Marketing: The Five Moments of Truth - Part 1

By
Services for Real Estate Pros with Napa Consultants DRE00893924
https://activerain.com/droplet/hFf

As a luxury real estate marketing professional intent on gaining or sustaining market leadership, it is important to understand a marketing term that brand experts call “the moment of truth”.  There are actually five moments of truth that your clients experience in relationship to doing business with you. If you do not engage and fully satisfy their needs at these crucial moments in the cycle of client acquisition your competition will.  If you satisfy all five moments of truth you will have a client for life.

Here in Part 1 of this series we identify the five moments of truth. 

Moment of Truth # 1: Befroe They Meet You

The first moment of truth occurs before your prospective client ever meets you.  It is when they think they have found the answer to their most pressing question or need and you seem to be someone who has the answer. 

It is experienced when they are first referred to you by someone they trust.  Or, it can happen when they find you on a search engine, when they find a blog post you have written, when they encounter your website or your advertisements.  Perhaps, it is when they discover your yard sign in front of a substantial listing.  There is a palpable feeling of relief and hope that you might be the right one to help them.

Moment of Truth #2: When They First Meet You

The second moment of truth happens when they actually encounter you in person, by phone or email, etc..  This moment affirms or disaffirms what they were hoping to discover about you.  They are either satisfied or dissatisfied with their initial encounter with you.  They answer the question, "should they  proceed to buy or list with your assistance?".  If they answer, "yes",  they are convinced that they have found the right agent,  that you will produce their desired result. 

Moment of Truth #3: When \You Deliver Your Services

The third moment of truth occurs when your initial transaction is complete and they are satisfied that you have delivered on your promise of value. Here you have met or exceeded their expectations, or you have disappointed them.  If the latter is true, the cycle of customer acquisition end right here.

Moment of Truth #4: When They Refer You

The fourth moment of truth occurs when they refer a friend to you.  This further affirms their satisfaction.

Moment of Truth #5: When You Get Their Repeat Business

The fifth moment of truth occurs when they are ready to buy or sell again and they call you instead of switching brands which means calling your competition.

True market leaders have mastered all five of these moment of truth.  Those who have not are definitely vulnerable to being challenged. In Part 2 and 3 of this article series we will go into more details about each moment.

 

 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Toni Weidman 08/30/2011 01:31 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
LuxuryRealEstate.com Network For ActiveRain Members
Luxury Home Agents
THE LANGUAGE OF LUXURY
Tags:
luxury marketing
luxury real estate marketing
luxury real estate personal and company branding
luxury real estate marketing experts

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Rainmaker
1,928,487
Ronald DiLalla
Century 21 Discovery DRE 01813824 - Anaheim, CA
No. Orange Cty Real Estate

Ron & Alexandra, great post and thanks for sharing.  very well stated.

Aug 29, 2011 05:56 PM #1
Ambassador
1,470,825
Toni Weidman
Sailwinds Realty - Trinity, FL
20+ Years Selling Homes in New Port Richey, FL

Great assessment, Alexandra & Ron, and so very true. It's so nice when you can tell people that this is the 3rd or 4th home they have bought through you (or sold). And it all hinges on step #2.

I'm suggesting and reblogging.

Aug 30, 2011 01:28 AM #2
Rainmaker
1,003,259
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

"Clients for Life", there is no higher ideal than that for which to strive for.  Your points here are like a wheel which when put into motion are nearly an unstoppable force, so very, very powerful! 

Aug 30, 2011 02:16 AM #3
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Ron,

Thank you for stopping by and taking the time to comment.  Have a great day.  A

Aug 30, 2011 03:21 AM #4
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Toni,

Well you are the proof in the pudding.  It does hinge on #2, and there is no doubt that your follow through and your excellent skills of rapport and communication and big factors here.  People remember great service and a well managed transaction.  Thanks for reblogging and the suggesting.  Happy Tuesday.  A

Aug 30, 2011 03:24 AM #5
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kevin,

Clients for Life is wonderful.  Thank you for your comment about the wheel, It does become a force to reckon with, and a wel established market leader usually cannot be dislodged.  Have a wonderful Tuesday.  A

Aug 30, 2011 03:26 AM #6
Rainmaker
2,498,641
Rebecca Gaujot, Realtor®
Vision Quest Realty - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Alexandra, looks like this will be a great series...suggested this as well!

Aug 30, 2011 05:21 PM #7
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rebecca,

Thank you, Ron was very inspired on this one and delighted to write it.  All the best to you A

Aug 30, 2011 05:35 PM #8
Ambassador
1,343,781
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

R&A--So well put. Succinct, but spelled out beautifully. I look forward to the examples of 1-5 in detail.

*Suggest*

Aug 30, 2011 05:45 PM #9
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gayle,

Part 2 is on the way, I just had to share the Tesla.  It was gorgeous. A  Thanks for the suggest. A

Aug 30, 2011 05:49 PM #10
Rainer
207,845
Judi Boad
ACCURATE REALTY GROUP - Seattle, WA

Hi Alexandra~ Clients for life are the goal! As Kevin so eloquently stated.

Aug 31, 2011 08:44 AM #11
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Judi,

Absolutely, we became known as the family broker for one of our clients.  They were the best, and we had a great time with.  A

Aug 31, 2011 08:46 AM #12
Rainmaker
564,223
Steve, Joel & Steve A. Chain
Chain Real Estate Investments & Mortgage, Steve & Joel Chain - Cottonwood, CA

Alexandra,

Great part 1: I've never heard "the true" presented this way.

Steve

Aug 31, 2011 02:09 PM #13
Rainmaker
1,116,216
Jim Frimmer
HomeSmart Realty West - San Diego, CA
Realtor & CDPE, Mission Valley specialist

But it's so hard to satisfy all of those moments of truth. It requires work! Who wants to work? LOL

Aug 31, 2011 04:06 PM #14
Rainmaker
2,112,745
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

Looking forward to the rest of the series!  I'm sure you won't disappoint!

Sep 01, 2011 09:41 AM #15
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Steve,

We felt the moment of truth needed to be redefined.  So I am delighted you approve.  Thanks A

Sep 01, 2011 10:10 AM #16
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jim,

I love your tongue in cheek comment.  If you love what you do, you can't wait to get up in the morning, and it is fun not work.  Thanks always good to hear from you.

Sep 01, 2011 10:11 AM #17
Rainmaker
4,445,454
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sharon,

Thank you for your kind words, we love writing and sharing our marketing love. A

Sep 01, 2011 10:12 AM #18
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Rainmaker
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