Real estate agents are quick to talk about the importance of customer service. But how many agents deliver truly exceptional client care?
Notice how I changed from customer service to client care because that’s what I think we should have as a goal. It’s not just important to give great customer service, but you need to care about your client. It’s the “caring” that will separate you for the other agents in your market.
So how exactly, do you deliver exceptional client care?
Think for a moment about a five-star hotel. When you stay at a five-star hotel you expect great service. In many cases the hotel not only meets your expectations, but they exceed them. What may surprise you is that this is not their goal.
The goal of a five-star hotel is to deliver expectations you didn’t know you had. Their goal is to always be thinking one or two steps ahead of your needs.
This is something I think would work quite well in real estate. I know it will work well in real estate because before technology, real estate was a “high touch” industry. Imagine the client experience if we anticipated our clients’ needs and reached out to them more frequently.
It wouldn’t be difficult to accomplish. We know every aspect of the home buying and home selling process, so we should educate our clients and tell them what to expect throughout the process. This includes both the good and the bumps in the road.
Client care begins at the very beginning of the relationship. At your first buyer meeting and your listing presentation, you want to let your client know what to expect.
After that first meeting, send them a thank you note. It’s amazing what an impact you can make with a handwritten note. I don’t know a single person who doesn’t appreciate one.
What are you doing from ratification to settlement? Are you calling just to check in to see how they’re doing? Do you send a bottle of wine after all of the contingencies have passed? Or perhaps you take lunch over to their house as they’re packing up to move.
All of the these acts show that you care. It’s not about the transaction, it’s about the experience. When your client has a wonderful real estate experience, they are more likely to refer you to their friends, family and colleagues.
But it doesn’t end there. You need to have systems in place to follow up with them after closing. And I mean years after closing. Don’t let all of your hard work go down the drain by not continuing your client care efforts.
I know you’re tired of being told to “think outside the box,” but have fun with this and be creative with your follow ups. Pay attention to what they are posting on social media and follow them up by calling, sending a gift or a card. Pay attention to what is happening in their life. It’s not enough for you to “Like” their post. Take it to the next level and stand out from the crowd.
In this age of technology, it’s nice to incorporate the personal touch. Once you go down the path of client care, you’ll find that you enjoy giving, more than they enjoy receiving. It just feels good and if you happen to get more business from it, all the better.
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“The Reality of Real Estate – The Essential Guide to Planning, Managing and Growing Your Real Estate Business.”
Candy, “The Real-Life Realtor”, coaches, mentors and trains new and experienced real estate agents to transform their business by mastering her proven systems for success.
In 2016, Inman News named Candy Miles-Crocker as one of the Top 25 Real Estate coaches in the United States.
She is a firm believer in managing expectations.
Her goal is to elevate the perception of real estate agents among the general public through education so every client has an amazing real estate experience.
Candy’s unique training methods have shown agents what it takes to be successful!
Learn more about her training program at www.RLRETraining.com or send her an email at Candy@RLRETraining.com.
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As an active Realtor licensed in three jurisdictions, I approach real estate training from a different perspective. With over 18 years in the real estate business, I teach agents what it’s really like to be a real estate agent.