Create Raving Fans
Truly exceptional customer service comes from WOWING your clients and doing the thoughtful little extras that they weren’t anticipating, but appreciate so much. That is how a referral-based business is developed.
In a transactional world, the best way you can stand out is to give exceptional customer service. The more technology enters our everyday lives, the more online sources clients have to get home buying information themselves, research current listings themselves, get home evaluations themselves and even get cash offers from iBuyers without involving an agent. Unless you bring something to the relationship that clients perceive they can’t get themselves, then they won’t see your value.
So how do you stand out?
One of the key ways to stand out is to impress your clients at every turn. If you do, you will not only get paid a premium for your services, but you will cement your repeat and referral business because your clients will rave about you to everyone they know.
With the adoption of more technology in the workplace, people are expected to do more work in less time and the byproduct is that many people are now overwhelmed, stressed and they have short fuses. We must be careful not to push ourselves to the point where we no longer have patience for our clients to deal with their emotional issues. Real estate agents get paid to fix clients’ problems. If you don’t have problems, you don’t have any deals. And most problems in a real estate deal are messy and emotional. Expect it.
Exceptional customer service is not just paying attention to the details, showing up on time, proper file management, staying in touch, returning phone calls promptly, being available when your clients need you…this is the bare minimum customer service. Truly exceptional customer service comes from WOWING your clients and doing the thoughtful little extras that they weren’t anticipating, but appreciate so much. That is how a referral-based business is developed.
Let me give you five suggestions on little things you can do to WOW your clients.
AROUND THE CLOCK EMOTIONAL SUPPORT
Buying a house for 99% of the population is a frightfully big decision with a substantial amount of emotional uncertainty, coupled with a leap of faith. It is reasonable for clients to look to us for emotional support and that doesn’t always happen between 9-5. For a first-time buyer, they are terrified because they’ve never done this before. For a move-up buyer, their experience tells them they need to be cautious and concerned because they have some idea of what could go wrong. For empty nesters, they are moving to the final chapter of their life and that normally comes with emotional baggage. No matter who your client is, they have complications. It is normal for clients to have discussions about real estate once their busy workday is done and a good agent should anticipate having to deal with their clients after hours. Remember, we work when other people don’t! I’m not expecting you to answer someone’s text at 2 a.m., but if you get a call at 9 p.m., take the call. That’s exceptional customer service.
THOUGHTFUL CLOSING GIFTS
One of my past students made a point of always getting to know her clients on a personal level, their hobbies, their interests, and upon closing their sale, she would go onto Amazon and order sometime very thoughtful and unique for that specific client. She could include a personal note and have it delivered for free directly to their house. It saved time, it was personal, and the selection of gifts you can give through Amazon is significantly larger than what is available in a retail store. Food for thought the next time you are buying a closing gift.
AFTER-THE-SALE CONCIERGE SERVICE
Wowing your clients is about delivering the unexpected. They expect you to be at their beck and call during the transaction, but everything you do AFTER the deal closes is considered a gift. The best way you can stay in touch with clients and offer great value is to be their “go to” person for advice on anything they need done around the house (cleaning services, landscapers, snow removal, pool and hot tub maintenance, handymen, pest control, etc.) Anything they need, they should know that they can call you and you will refer them to the best service providers in town. Some agents hesitate to do this because they are afraid if their clients are disappointed with the service it will reflect poorly on them, but don’t throw the baby out with the bathwater. The solution is to create of list of exceptional service providers who share your values. Not only will your clients be very appreciative, but the service supplier should help extend your referral business.
ANNUAL CLIENT APPRECIATION PARTY
You should plan to throw an annual appreciation party for your family, friends, local businesspeople, and past clients once the virus is past us. The size and theme of the party will depend on your sphere. If you cater to young families, then you may have a picnic in the park or an outdoor movie night in the local park. You could invite your sphere to a private screening of an upcoming movie at a local theatre. It could be a family skate at the local community center. If your clients are baby boomer or empty nesters, you might want to throw a wine and cheese tasting at a local restaurant. Most importantly, you must include it in your marketing budget for 2021.
THOUGHTFUL TOUCH-POINT TEXTS
A couple of weeks ago I received a text message from my real estate agent with a picture her standing in front of the condo I just sold in Florida and the message said “Delray Beach misses you. Once the pandemic is over and you are ready to come back, don’t hesitate to reach out” My initial thought was, “Wow, I really do miss Delray Beach (especially now that the snow is flying in Canada).” My second thought was, “What a thoughtful touch point to remind me that she is available to help me when I consider buying again.” The timing couldn’t have been better to plant those seeds.
Clients are hard to get and they are easy to lose. Consistent contact throughout the year is the difference between good and great. Your CRM system is the foundation of your stay-in-touch campaigns to create clients for life. Over the holidays when business is a little slower, it is the perfect time to overhaul your CRM system. Make sure everyone’s information is accurate and all your service suppliers are up to date. Set reminders to be in touch with them for the thoughtful touch points throughout the year to keep the relationship warm.
Chris Leader
President
Leader’s Edge Training