10 Inexpensive Customer Services For Real Estate Agents
BATTLECALL GUEST EXPERT: Walter Sanford, National Real Estate Trainer
In my nearly thirty years in the real estate business, I can't emphasize enough the importance of what I call "Disneyland services." By that, I mean that we can provide a multitude of services by doing no more than utilizing technologies already available to us and talking more about what we already do. Here are just ten inexpensive customer service ideas you can implement tomorrow to WOW them:
First, now that we're under contract:
1. Start telling your prospects what you do all day.
The educated prospect perceives the most value in what you do. Talk about your technologies, your "team" (even lenders and title reps), your follow-through, etc.
2. Save your money and send your database fewer mailings.
I recommend you send a mailing four times a year and replace the rest of your mailings with email and a couple of phone calls. Be sure to respond to your email within two hours. If you don't, your competition will! Rather than having your phone calls look so self-serving (asking for referrals and future business), instead ask which of the free services would be of particular interest to them this year. This, of course, leads into the question: Will they be considering buying and selling in the next year and do they know of anyone else thinking about buying or selling in the next year?
3. Obtain email addresses from your clients.
This will be a primary source of communication for most people. It is more professional than answering machines and your ability to download important information is easier. The future of database system communication is here. Get those email addresses when you telemarket your person of influence.
4. Set up separate code words/pages on your website for each individual buyer.
Your buyer can log on in the morning and receive their own personal list of properties to look at plus any special messages designed particularly for them from you. This makes them feel extremely special and it will differentiate you from the rest of the real estate agents in town.
5. Stop making your assistant do ineffective things.
When you show up for listing presentations, make sure you have a lockbox, a sign, a brochure caddie, and preliminary market brochures. I suggest about 50 just to get them started. Remember, you've already asked for two keys in your pre-listing package and this "field package" in the trunk of your car merely completes the presentation. You have just eliminated the need for field personnel and you have provided amazing on-the-spot customer service. Remember that getting a sign up late or putting a lockbox up late taints your efforts for the next six months.
6. On the "Just Listed" cards you send out, make sure you tell everyone how inexpensively you can buy the property with a start rate P&I payment.
At the bottom, offer free lists of properties available in your town that can be purchased for less on a P&I payment than what you just advertised on the "just listed" card. It's an amazing customer service item that keeps the phone ringing.
7. A lot of you think you were offering wonderful services when you were offering free CMAs. I want you to now offer free buyer lists.
Now, agents are putting buyers under contract and are widely advertising the fact so that prospects are encouraged to call for free buyer lists of wants and needs.
8. Make all your listings immediately cancelable.
Provide more flexibility to the seller than any other person in your town. Charge a nominal $500 cancellation fee that is fully refundable should the property only be listed and sold through you in the future.
9. At the listing presentation, let your sellers and buyers know that you will only be in contact with them once every two weeks.
Return their phone calls the same day you receive them. Remember, under-promising and over-delivering makes them clients for life.
10. Make decisions on buyers faster.
Don't lead them to believe that you're going to be helping them and then put their file in the "nether" regions of your desk until it becomes embarrassing to call them back. Tell them immediately that your abilities may not fulfill their needs and refer them on. Never leave a client un-serviced, even if you don't want to work with them. Obviously you're going to ask for a referral fee when you refer them out.
As you can see, all these service items will gain a greater perception of your abilities to help the realistic client and, at the same time, increase your profits. Implementing one, simple, inexpensive customer service regiment a month will guarantee your remaining a "Big Fish" in the future. Start writing them in your calendar today for immediate implementation!
Walter Sanford was one of the top real estate agents in North America for nearly thirty years, and now, he is one of the most requested speakers, trainers, and coaches. He has authored twelve systems and books on checklists, pro-active lead generation, affiliate lead generation, plus others mentioned in this article. You can hire Walter or buy his products by visiting his website for more details at waltersanford.com.
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