We’re still in the midst of the COVID-19 pandemic, and even as some state reopenings stall or roll back, most consider real estate as an essential service. But what do your customers consider essential to their homebuying or homeselling goals? The most effective way to find out is to look at what your clients are complaining about in your industry, and then create the opposite customer experience. Here are three aspects of your job that are most essential right now.
- Communicate, communicate, communicate. The number one complaint in the real estate industry centers on a lack of communication, whether it’s a slow response to a lead or mishandled client expectations. Remember that if your client has to ask you for an update, you’ve already dropped the ball. Wouldn’t you rather have someone respond promptly with any kind of update rather than leaving the next step to guesswork? People will come up with their own answer if you don’t give them one, so make sure you are providing genuine guidance in a way that highlights your level of service. Additionally, assume your customers don’t know anything about the buying or selling process in today’s circumstances, and overcommunicate what they should expect. They don’t do what you do every day, which is what makes you enormously valuable to all those whom you serve.
- Overcome objections. Most customers have genuine fears about all or some part of the homebuying or homeselling process right now. They need to know you’re putting their safety and best interests first. Provide solutions to potential obstacles. If they prefer not to have potential buyers in their home, provide other solutions such as virtual showings. In many markets, there are thousands of homes being sold this way. If people had a desire to buy and sell prior to the pandemic, they still have the desire now. But they may have the impression that it’s too difficult. That’s where they need your expert guidance to help them achieve their goals.
- Follow up and follow through. If you tell someone you’ll follow up with an action this week, do it even sooner. Find out if any of your clients are in high-risk categories for the coronavirus, and offer to bring them necessities from the grocery store. Some may decline the offer for fear of burdening you, but they will always remember who thought of them during this time. Send emails, cards, or handwritten notes of inspiration. Personally call each customer on your list just to check on them—without ever mentioning real estate. Our actions during times like these have lasting effects. Amid uncertainty, the effects of kindness are amplified.
Source: Tonya Eberhart and Michael Carr, founders of BrandFace, a personal branding firm for real estate professionals who want to stand out from their competition, attract their ideal customers, and become recognized and sought after real estate authorities. Learn more at BrandFaceRealEstate.com.
