Borrowing from wordsmith extraordinaire Paul Simon… “Gee but it’s great to be back home. Home is where I want to be.” The lyrics are a part of Dr. Simon’s song, “Keeping the Customer Satisfied.” That’s something we must do to thrive or even survive in the business of selling real estate.
Of course the best way to do that is have a completed and successful transaction. And no, they are not synonymous. I don’t want to get ahead of myself with that issue.
While I have always gratefully accepted the commissions from selling properties and even a bonus at times, there is more to a successful transaction. When I focus on ‘keeping the customer satisfied’ I get a greater reward; a gratification from within that I’ve done the right thing, their respect, friendship and referrals.
Consistent communication is essential. I ask each prospective client about how they want to be contacted. What works best? Some prefer email that they can access when they choose. Some will go to web sites, or…read blogs. Others prefer a direct contact by phone and/or in person. It’s too easy to get caught up in the ease and access of technology and our business still comes down to being with people. We put our focus on the people, not just the property.
How does communication go awry? Setting unrealistic expectations and, in a nut shell, fear. No one wants to be the bearer of bad news.
If we work in this business long enough we’re going to see the cycles. I don’t have to tell you what cycle we’re in today. So, setting expectations can be very challenging; especially when we deal with friends and family. It is a must and will make the subsequent communication easier, even if it means delivering bad news.
Another element of keeping the customer satisfied is being up front about our services. You’ve heard that real estate is based on “location, location, location.” From the service provider point of view it must also include “disclose, disclose, disclose.” We disclose who we are, who are partners are and why we are going to recommend affiliated entities such as inspectors, lenders and title companies. There’s nothing wrong with recommending people you can depend on to provide great service for our other clients, always allowing that the current client has the right to choose whomever they prefer to work with.
The business of real estate services allows us to provide sellers and buyers with representation. We can provide our services to those who are moving across town, across the nation and even to other nations and continents. We have a growing supply of tools to help us keep the customers satisfied.
Happy trails…
