Customer
Service – the Real Estate Revolution
by: Glenn Murray
Traditionally, real estate has been viewed as a
sales industry. But perceptions are changing. Agents
around the country are coming to believe that the
key to real estate success is service – not sales.
Competition and technology now give customers
almost unlimited choices, so agents are having to
work harder and spend more to win listings. They’re
discovering that business success comes from repeat
business and word-of-mouth.
And customer service is the key.
Loyalty and good-will can’t be bought – not even
with the sale of a house. Customers like to be
treated with honesty, respect, and integrity. They
want a realistic and accurate property appraisal.
They want an agent who commits to action. They want
to be able to speak to someone who can help them
when they call. They want to feel welcome when they
walk into the office. They don’t want their
intelligence insulted by advertising. They don’t
want to be fed a line (even if it is what they’d
like to hear…).
Agents with business sense know that if they can
provide this customer service – if they can pioneer
great customer service in real estate – they’ll have
a real edge on their competitors. Far from being an
impediment to success, they see today’s marketplace
as an opportunity to flourish.
Obviously, the sale is still critical, but it’s
part of a greater whole – almost like a critical KPI
(Key Performance Indicator). It’s based on the
simple premise – serve and you will sell. The
premise holds true because all the pre-requisites of
a sale are intrinsic to good customer service: The
price is realistic, the marketing is intelligent,
the advertising appropriate, and commitments are
made and kept. Vendors, buyers, landlords, and
tenants alike receive the same high level of
customer service.
5 Quick Tips for Finding a Service Oriented Agent
1) Ask to see references – It’s not that much
different from a job interview. Think of the agent
as the job seeker, and encourage them to prove their
customer service qualifications. The right agent
will be only too happy to provide as many references
as you’d care to see.
3) Analyse their market share – Like growth,
market share can be an indicator of customer focus.
Ask what their share of the target market is.
4) Observe their behaviour – Do they return phone
calls? Do they commit to action? Do they meet their
commitments? Are the punctual? Do they keep you
informed? Do they remember important details you
provide them?
5) Gauge access to staff – When you first called,
did you get to speak to someone who could help you?
If not – if they took your name and number and told
you they’d get someone to call you back, this might
be indicative of their customer service approach.
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