If we never got paid from a client on the first transaction – if we only received payment on the second transaction – how different would your business look?
Why is it that we all expect speed of response in our day-to-day activities? A recent survey showed that as an industry we’re one of the slowest to respond to inquiries through digital channels.
Remember, you are your customer.
You never have to build rapport with friends and family. The secret ingredient that so many espouse, rapport is only required in the absence of the relationship. Like the Ace of Hearts trumps the Jack of Clubs, a relationship is the big card.
We don’t judge Qantas by how the kangaroo on the tail of the plane looks, or the billboards on the way to the airport, but by the experience we receive in the lounges and in the air.
Never forget that your brand is the experience you give.
Our industry continues to do things without considering the consequences. Today I received some direct mail from a very well known real estate agent.
- It was addressed to me and my ex-wife, and we have been divorced for many years.
- It was in reference to a property that I haven’t owned for three years.
- It was sent to the address of a property that’s owned by my current partner.
No matter what was inside that mail it was of little consequence because of the absence of any detail or understanding. It is this lack of depth of understanding that will create the springboard for new players to come into our industry.
Do I believe this is exclusive on one agent? No, I believe it’s exclusive to a group of agents who don’t focus on the customer experience – agents who don’t understand that the quality of data declines over time if you lack focus and structure.
More importantly, it’s exclusive to an industry that does something because someone said to do it.
The customer experience does matter. Each and every one of us just has to make sure that we care about it.
We should view someone as our customer when they first interact with us; whether that be through digital channels or physical ones.
What type of digital experience are you creating?
An online enquiry – no matter what source it’s from – is still our customer.
Customers reveal themselves digitally long before they do physically.
So much talk about process and structure. But life without it is difficult.
Agents without process can never find stock when the market is booming. An agent without process can never move enough stock when the market is flat.
People without process and structure eventually become victims of the market.
The real estate battle of the future is not going to be won or lost at the kitchen table. That battle now will be owned by the people who win the race to relationships.
It’s the length and the depth of the experience you create for your customers which is directly proportionate to their loyalty when it comes to decision time.