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The Next Generation of Customer Service

During the 80's and 90's, real estate companies were "agent-centric." Trainers told us to put together "brag books" and impressive resumes listing how many properties we have sold. Many top producing agents succeeded by using the "agent-centric" approach. Nevertheless, many clients heard the agent hype so often they usually tuned it out.

In the late early nineties, some agents began to realize being "agent-centric" was not the best way to build a successful, sustainable business. This realization resulted in the move from being "agent-centric" to being "client-centric."

Customer service is at the heart of this shift. Everyone gives lip service to providing great customer service, yet most agents continue to focus on personal brochures, web sites highlighting their personal photos, and telling the client, "I'm the expert!" Customer service is now on everyone's radar, yet few deliver it at high levels. Consider the following two scenarios.

Scenario 1:
Mr. and Mrs. Buyer are relocating. The relocation company refers the buyers to Sally Agent. Sally sends the buyers information about various properties available in the area where they will be looking. When Sally first meets with the buyers, she takes about 20 minutes to conduct an interview to uncover their wants and needs. She then goes to the Multiple Listing Service to identify the properties that best fit their criteria. They spend the next six hours looking at property. Sally treats them to a lunch at midday. At 5:00, they decide to write an offer on one of the houses they saw. Sally does a great job of negotiating and at 10:00 PM, the buyers purchase the property for $5000 less then they thought they would have to pay. The buyers return home.
Scenario 2:
Sally receives a relocation referral for Mr. and Mrs. Buyer. After spending about 30 minutes on the phone interviewing them, Sally asks the buyers to send her some pictures of their property so she can do a better job locating what they really want. She also has her mortgage broker contact the buyers so they can be pre-qualified.

After speaking with the buyers, Sally goes to the Multiple Listing Service and pulls out all the listings that meet their criteria. Sally obtains permission from each seller to photograph their property and send the digital photos to her buyers. Sally burns these on a disk as well as providing a separate Email containing links to all the properties that have virtual tours. Sally prints up the listing information for each property. Her package also includes all the forms the buyers will need during the transaction, useful Chamber of Commerce and school information, best places to stay, and coupons for two of the best restaurants in the area. Sally overnights the package to the buyers. Based upon the information Sally provides, the buyers identify four properties they want to see.

On showing day, Sally has plenty of bottled water, snacks for the buyers, and games to keep their children occupied while they view property. At 11:00 AM, the buyers decide on a property. While the buyers are having lunch, Sally goes back to the office to run the comparable sales and to research the property. Sally learns the property has been on the market for 190 days. She contacts the listing agent and discovers the buyers just reduced their price after her showing. Sally drafts the offer as per the buyers' instructions, but leaves the price blank. After lunch, Sally reviews the comparable sales and the price reduction. The buyers make an offer and purchase the property for $10,000 less than they anticipated. During the offer negotiation, Sally asks the sellers to complete the disclosure statement so it can be included as part of the negotiation process. At 1:00 PM, the buyers have a signed purchase contract. Sally arranges for the buyers to return to the property to measure as well as look at the area where there was a roof leak last month. In addition to the normal inspections, the buyers decide they would also like a roofer to check the quality of the roof repair. At 2:00 PM, Sally treats the kids to an ice cream cone and returns the buyers to their hotel. The buyers spend the rest of the day lounging by the pool.

In each case, the buyers received good customer service. The question is what makes the second scenario superior to the first? The difference is in the "customer experience."

The "customer experience" involves much more than customer service. The "customer experience" begins from the moment you first talk to the client and runs throughout the transaction. It includes how comfortable your car is, how good your office looks, how well you treat your clients, as well as how your clients interact with service providers you recommend.

Almost all agents want their clients to have a great customer service experience. The difference between good and great is often minor. If you want to upgrade the experience your clients have, here are ten suggestions.

Connection is the name of the game
More than anything else, your clients want you to hear their needs and be responsive to those needs. This means asking questions about what matters to them, exploring how they live their lives, and never trying to run your own agenda. When it comes to a great customer experience, making your clients the center of your universe is a winning strategy.
Start on time and end early
Men and women differ in their attitudes toward time. Men are more likely to feel they have limited time and are more likely to become angry when appointments run late. To address this difference, always tell your clients your appointment will take 20-30 minutes longer than you anticipate. By allowing extra time, you avoid having to apologize about traffic or other delays. You also seem more efficient. Best of all, your clients are delighted to finish early.
Demonstrate you understand their smallest needs
Before taking buyers out to view property, determine what types of drinks and snacks they enjoy. Have these available. If they are Starbuck's fans, pick up their favorite coffee drink and have it waiting when they walk into your office. If your clients have children, give the kids a coloring book or some games to keep them occupied during your appointment.
Be a conduit of information
Whether your sellers are relocating or you have out of area buyers, be a resource for neighborhood and Chamber of Commerce information. For relocating sellers, personally contact several relocation agents. Interview each agent to determine who is most competent. Send the agent digital pictures of the sellers' present property. For buyers, create a welcome kit packed with information about local vendors, schools, places of worship, recreational activities, etc. In either case, update your clients a minimum of once weekly in terms of new listings, sales, and changes in interest rates.
Collect available virtual tours and burn them on a disk
This is a time saver for both you and your clients. Rather than taking your sellers out to see the comparable sales, give them a CD that shows competing listings. For relocation buyers, sending them a CD packed with virtual tours will dramatically reduce the number of homes you will have to show. It will also help you refine your search parameters more quickly.
Dig for history
Why is a seller moving? How long has the property been listed? Is there an urgent reason the buyer or seller must take action now? This information will help your negotiate more powerfully on behalf of your clients. The more you know, the more powerful you will be at the negotiation table. The better the price, the happier your clients will be with their customer experience.
Be at your best
If you're tired, stressed out, or feeling grumpy, your clients will not have a great customer experience. Clients enjoy working with positive, energetic, and knowledgeable agents. This also means you are well groomed, your car is sparkling clean, and that you always act professionally. Avoid chewing gum, using foul language, or referring to religion, politics, or other controversial topics. To the best of your ability, avoid too much caffeine, eat well, and make sure you have plenty of sleep.
Give your clients a stellar office experience
Is the receptionist in your office pleasant to clients? Is the reception area clean and attractive? How does the rest of the office look? Are the other agents the high quality professionals you would want your clients to meet? If there are problems with your receptionist, route your calls directly to your phone. If the office is less than stellar, meet clients at their home, for coffee, or at your home office. If the agents and the office do not make you proud, consider finding an office that does.
Outline options and then let your clients decide
Rather than telling your sellers the price where they should list their property, give them the best information about current market conditions, how long it takes to market the property at higher price points, and then let them decide. The same is true when negotiating offers. Outline options and let the clients decide their course of action.
Focus on the customer experience, not the outcome
Let go of any attachment you have to the outcome. When your focus is on obtaining your goals rather those of your clients, you will not provide a stellar customer experience. In contrast, when clients realize you only want the very best for them, you create the type of experience that converts them into raving fans who will refer you business for years to come.

Points of Interest:

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March 2005 Z-News newsletter