Customers are considered the life blood of every business industry, especially in real estate. Suffice to say, real estate brokers should prioritize customer service in every step of the selling or buying process of the client.
To improve lead conversion rate and increase real estate sales, Lamudi rounded up 5 principles every real estate broker must follow to deliver effective customer service.
Provide effortless experience
When talking about customer service, most professionals would assume that a service which exceeds customers’ expectation characterizes good customer service. While there is truth in it, a study conducted by CEB Global revealed that customers do not require professionals to go above and beyond the customer’s expectations. Unfortunately, exceeding customers’ expectations do not guarantee repeat business nor increase referrals. The study revealed that real estate brokers who exceeded expectations and those who only met expectations have the same economic value. Instead, what customers are looking for is an effortless experience.
In essence, property seekers are looking for someone who can help them find the right home. Sellers, on the other hand, are looking for someone who could help them sell their properties in the quickest time possible at the best price value. Despite the high volume of information available at their disposal (i.e., internet), customers still turn to the expertise of real estate brokers in making decisions and finding the right home or buyers. In fact, statistics show that 33 percent of home buyers still purchase their homes through a real estate agent. In short, customers are looking for someone who could help them solve their problems and make the buying or selling experience effortless.
Respond to customer concerns timely
The speed of response towards customers’ concerns is one of the main factors that affect service quality. In this digital age, customers expect immediate response and speedier service. In a study conducted by Warwick University, responsiveness has the highest impact on customer satisfaction or dissatisfaction. Based on statistics, 35 percent of customers experienced poor response times.
This doesn’t mean that real estate brokers must stay up until 1:00 a.m. to answer customer questions. Responding to customers’ concerns in a timely manner simply means keeping them updated and giving them accurate time frames. Fortunately, the presence of artificial intelligence has enabled automation and communication with customers.
Social media sites are also great avenues to connect with customers at their most convenient time and establish your online presence.
Studies also show that customers prefer contacting real estate brokers through their mobile number. According to statistics, 75 percent of customers think that calling an agent is the most effective way to get a quick response for their concerns.
The Lamudi Lead Management Tool is a great tool, which helps real estate brokers personalize communication with clients. The Messaging function of the tool enables brokers to add and link their contact number on their Lamudi profiles and listings.
Maintain constant communication
Always keep in touch with clients. Keeping customers informed throughout the process will help them make more sound decisions. This, in turn, increases your lead conversion rate. If a seller is selling a property, updating them of the things you’re doing to sell their property will assure them that their properties are taken care of. If your client is a buyer, updating them regularly of property listings available in the local market and sharing valuable information will decrease their anxiety as they journey through the buying process.
Instead of clients calling you, make the effort of reaching out to them first.
Empower potential leads
Customers want to feel in control of their real estate decisions. Empowering them will help reduce their anxieties. As a real estate broker, sharing valuable and relevant information will empower clients. Explain to them the market trends, documents and processes they need to know. You can also share with them tips on home-buying or selling. You may email them useful articles or give them links to your blogs. But be careful not to bombard or spam them with irrelevant information. Also, keep in mind Carl Sussman’s statement: “Don’t assume they know what you think of as ‘common knowledge’.”
You can also empower potential clients by offering financial literacy classes or workshops. This will help them know the options available to them. Doing so will help you gain their trust.
As a real estate broker, your main role is to help customers solve their real estate concerns. You can provide actionable suggestions to sellers on how to improve their properties for faster sales. Also, when responding to questions, always answer truthfully and honestly.
Always show genuine care
Customers are looking for real estate brokers who genuinely care for their needs and circumstances. As a real estate broker, you must be able to empathize with your clients. Showing empathy will help you better understand their situation. This will also guide you to effectively communicate with them and solve their most pressing concerns.
In an extremely competitive industry such as real estate, great customer service must be customized and tailor-fit to the unique needs of every customer. It requires a lot of effort from the real estate broker. But with well-crafted strategies, customer service can be the most powerful marketing tool any firm can have. After all, statistics show that 81 percent of companies that deliver excellent customer service outperform their competition.
For more customer service tips, read this comprehensive guide for real estate agents.
