Service and Marketing Consistency

By
Title Insurance with First American Title

A few years I attended and graduated from The Disney Institute of Learning.  I’ve shared with many of you the specifics of that training.  Recently while attending a Real Estate seminar I was again reminded of the priorities of things, something that was drilled into us at Disney Training.  And once again this morning in our team training we touched on it.

 

The most effective, long term process to grow your business is organically.  This means you don’t lose customers.  These customers help recruit other customers who you likewise keep, never allowing a customer to flee “the nest of safety” which you’ve created for them.

 

Two weeks ago I was on a conference call with a Realtor who does about $250 million per year in production.  On that call he was asked what his top priority is.  His answer was simple.  “Never lose a customer”.  When asked how he’s marketing to keep these customers his answer was different than expected.  It went something like “That’s the problem with most Realtors. They spend all their energy worrying about marketing and not nearly enough energy on service.  Our experience tells us that if we can provide the buyer/seller with a level of service they’ve never experienced before then we’ll not only keep them for life, but they’ll recruit their friends to our service as well”.

 

I think it’s safe to state that we all have a desire to provide great customer service.  The problem is in knowing what great customer service looks like and then knowing the steps you must follow to deliver.  This particular Realtor stated that he believes proactive communication is the most important aspect of his customer service experience.  They tell the customer what to expect before the customer can even think to ask the question.  They warn of dangers and pitfalls in advance.  They provide weekly updates (whether there’s new activity or not) and educate their customers on where they are in the process.

 

Post-sale marketing is important and I’m certainly not recommending we fall out of touch with past clients.  What I am convinced of however is that post-sale marketing is most effective with customers that have already experienced exceptional Disney-like service.

 

 These rules apply as much to me as they do to you.  We’re constantly trying to improve in the area of proactive communication.  I’m the first to tell you that it’s easier said than done.  If you consistently focus on proactive communication your service levels will consistently improve and your business will consistently grow. 

Posted by

 

 

 Max VanNatter

                                                                                                                                                      

Comments (7)

Kristin Johnston - REALTOR®
RE/MAX Realty Center 262-567-2455 - Waukesha, WI
Giving Back With Each Home Sold!

I am always amazed at the lack of follow up on transactions...keep it going!

Jul 13, 2015 12:02 AM
Jerry Lucas
ABC Legal Docs LLC - Colorado Springs, CO
Mobile Notary Colorado Springs, CO Notary Training

As the saying goes, it is easier to keep an existing customer than to find a new one.  I bought some books on customer service and am implementing some of the ideas I learned.

Jul 13, 2015 01:25 AM
Chris and Dick Dovorany
Homes for Sale in Naples, Bonita Springs and Estero, Florida - Naples, FL
Broker/Associate at Premiere Plus Realty

All terrific points but I believe a little advanced for the average Realtor, at least in my area.  For the real go getter, the successful, the one who creates all the deals, you are right on.

Jul 13, 2015 01:50 AM
Max VanNatter
First American Title - Kingwood, TX

Chris and Dick Dovorany - Can you expand on your thoughts?  I do not subscribe to the belief that this concept of proactive communication is "a little advanced for the average Realtor". 

 

While I agree that most Realtors do not follow the prescribed methods to proactively communicate with clients, I don't buy into the belief that it's outside of anyone's reach.

Jul 13, 2015 02:01 AM
Laura Ure
Keenability - Boca Raton, FL
Real estate marketing expert in South Florida

I am always amazed at how little people connect marketing and service. They are not exclusive, they work together.

Jul 13, 2015 03:29 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Great topic, Max.  So much easier to keep a client who has experienced great service than to get new ones!  And, those referrals are usually jewels.  

Aug 03, 2015 02:59 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC Calabasas CA

It is true, surprisingly a lot of agents focus on bringing new leads dismissing all clients that they already worked with.

Oct 12, 2015 06:36 AM