Customer Servces
10 Inexpensive Customer Servicesby Walter Sanford
In my 25 years of doing business and my 10 years of training national real estate agents, 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 10 inexpensive customer service ideas you can implement tomorrow to blow their socks off:
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 less mailings.
I recommend you send a mailing four times per years and replace the rest of your mailings with e-mail and a couple of phone calls (be sure to respond to your e-mail within two hours – if you don't – your competition will!).
And, rather than having your phone calls look so self serving (asking for referrals and future business), you instead ask which of the free services you offer past clients will be of particular interest to them in 2000.
This, of course, leads into the question: Will they be considering buying and selling in 2000 and furthermore, do they know of anyone else thinking about buying or selling in 2000?
3. Obtain E-mail numbers for your clients.
This will be a primary source of communication in the future. It is more professional than answer machines, sometimes faster and your ability to download important information is easier. Get ready for the next millennium by using this database system of communication now! Start obtaining E-mail numbers when you telemarket your person of influence.
4. Set up separate code words/pages on your web site for each individual buyer.
Your buyer can log on in the morning and receive their own personal list of properties to look at and any special messages designed particularly for them from you. This makes them feel extremely special and will differentiate you from the rest of the realty agents in town.
5. Stop making your assistant do ineffective things.
When you show up for listing presentations make sure you have a lock box, a sign, a brochure caddie and preliminary market brochures in tow (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 that presentation. You have just eliminated the need for field personnel and have provided amazing on-the-spot customer service. Remember that getting a sign up late or putting a lock box 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.
Then, at the bottom, offer free lists of properties available in your town that can be had 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. Remember, in 2000 we are putting buyers under contract and are widely advertising the fact so that prospects are encouraged to call us for our 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 $500.00 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.
Then 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 immediately. Never leave a client non-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!
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Walter Sanford. All right reserved. For information contact Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com.
