Why should any real estate buyer or seller want to pay more to their agent? Isn’t it exactly the opposite of what clients want: pay less or not pay at all? Here is the two word answer: Ritz Carlton. Do not read further if you as a real estate client do not want “Ritz Carlton treatment” or if you are an agent who is not interested in providing it.
What do I mean by Ritz Carlton treatment? I just stayed at the Ritz Carlton Battery Park in New York - it was expensive and worth every penny I paid. Let me give you the 10 golden nuggets of what this treatment is and why real estate clients would want to pay you for it.
Here is what makes Ritz so special and how our clients would want no less.
1. Ritz treatment is about top quality – the sheets, the beds, the flowers, the building, the public spaces – is beautiful and made to be enjoyed through touch, feel, smell, views, tranquility, energy and spice, anything and everything to make the clients feel special.
In real estate we can have the “standard package” with the MLS, the signs, the company web sites. But we can also have a “Ritz” package – creative brochures, beautiful videos, unorthodox advertising channels, interactive presentations, blogs, and web – presence that is unique and targeted.
2. Ritz treatment is about the expected standard and reducing risk. When you make reservation at any Ritz hotel in the world you can expect the same standard of quality. It relieves a lot of anxiety knowing ahead of time you can expect quality all the time.
In real estate it is as important to communicate clearly what our standard of quality is and what our clients should expect. Is it different for a $300,000 property and a $3,000,000 property? Is it different for one community as compared to another? If it is, what is the difference and what should the client expect?
Our standard of quality should be just that – standard. This consistent standard would eliminate a lot of stress and reduce the risk for our clients when selecting their real estate agent and entrusting us with their important asset -their home.
3. Ritz Treatment is about attention to details. My son was very excited when he saw on the web site the picture of the room with a telescope. He asked me, if our room will have one. I said that it was there probably as a prop for the photo. To my surprise every room with the view of the New York Harbor had the telescope. This was a detail but it made our stay so much more enjoyable.
In real estate it is as important to deliver the details that make our clients experience more enjoyable? It can be staging, it can be making the showings easier, it can be accommodating the clients' time and schedule. It's details that can add to a big difference in service.
4. Ritz treatment is about training. Every employee is trained to the same high level of service to clients.
In real estate it is as important to have agents trained in the best and latest marketing and communication available.
5. Ritz treatment is to say “yes” to clients’ requests. You can stop a person from the housekeeping and ask about something totally unrelated to their department. The answer is always “I will get it taken care of”- and they do.
In real estate do we unequivocally say to our clients “ I will get it taken care of”, or do we think it’s not our job?
6. Ritz treatment is about communication. If you are standing in the lobby, you can expect a staff member to come over and ask if you are enjoying your stay, where are you from, is there anything you need? The room attendant will leave you a note with the weather forecast and also asking if there is anything you need.
In real estate it is as important to communicate on a consistent basis with our clients about important things, and sometimes just asking if there is anything else they need?
7. Ritz treatment is about upgrades. When you make a reservation and ask for an upgrade, although they do not guarantee it, they will always do it, if they have room availability.
In real estate it is as important to upgrade our service, when we see an opportunity, or when a client is asking for something extra that can be done.
8. Ritz treatment is about doing the right thing. You will be asked so many times during your stay “Is everything OK?” that it’s probably not possible to have something major or even minor to go wrong without it being addressed right away.
In real estate it is as important to not allow big time gaps for asking “Is everything OK?” A lot of small problems can be fixed before they develop into big problems.
9. Ritz treatment is to know you as a friend. If you mention an important event in your life, while staying there, you can expect champagne, or fruit, or chocolates and a card with best wishes.
In real estate this may be the most important - treat our clients as people and friends who want to receive our best wishes.
10. Ritz treatment is to provide the product and service that was worth every penny in their clients’ mind.
Shouldn’t this be the treatment all real estate clients deserve?
Please contact Faina Sechzer at 609-553-41755 with any questions and assistance in buying, selling real estate, and relocation assistance in Princeton, Montgomery Township, West Windsor, Hopewell, and Lawrenceville New Jersey. Referrals are accepted.
If you are moving out of this area, please inquire about the countrywide relocation program.
Copyright 2007 Faina Sechzer All rights reserved. This information cannot be copied, reproduced, transmitted, distributed, displayed or published.