Consumers do not buy real estate. They buy you!
Regardless of what we sell we are all really in a service business. People do not buy what we sell. They buy us. If they truly buy us they are a loyal customer. Nothing is more important to a business than a loyal customer. You can be making a lot of sales and have a good income but you will not have that for long if you don’t have loyal customers.
What is the best way to have a steady stream of loyal customers? Under promise and over deliver.
Customers generally have a level of expectation when they engage our services. It is important that we manage those expectations by being truthful about our procedures, deadlines, and outcomes. Failure to meet expectations of our customers will result in a lost customer. Doing exactly what we say will satisfy our customer but little more. They got what they expected but no more. They are a satisfied customer. This is similar to getting a C “average” grade.
Kick it up a notch. Do more than expected. When you have exceeded expectations, you have created more than a satisfied customer. You have created a raging fan. This will create more customers in the future because a raging fan will return and tell others. Loyal customers are raging fans who will help you grow your business. In fact, higher trending customer surveys are seen as leading indicators for growth.
Here are some things to remember when serving our customers.
Answer your phone promptly. If you are with another client then return the call when you are finished with your face to face client. Why is this important? How good do you feel when you call and get a live voice instead of going through an endless cue of phone mail prompts?
Keep your clients informed. Let your clients know each and every step you are taking. Keep them up to date on the good and the bad. The worst thing you can do is ignore them when you have to deliver bad news. They may not be happy but you have a chance to keep them in the loop with as much information as you can. At least you remove suspense for them.
Know your business. Stay current with your industry and participate in continuing education. Maintain a commitment to excellence. That commitment requires that you be well-educated in the industry, the market and the changes.
Don’t forget the points of connection. You have the opportunity to cement the bond or lose a customer based on how you handle each one. During a long transaction such as in real estate there are many points were your client must interact with you, attorneys, mortgage companies, inspectors, and so on. If you are helping them in each step, or at least being there to provide support, your customer will value you service and consider you a trusted advisor.
Are you under-promising and over-delivering? If not start now. See a similar post on our web site titled UNDER PROMISE AND OVER DELIVER EQUALS RAGING FANS.
or call 914-953-4458.