Giving great customer service is difficult because each person you are dealing with has his or her own definition of what great customer service entails. Mark McCormack in his book on selling describes great customer service this way, “You can be doing the best job in the world for your client but if there’s something missing, if the client is unhappy, then all your opinions about your performance are worthless. Great service is a matter of perception. Great service is what the client thinks it is.”

The first step to providing great customer service is to find out what it is to the customers you are working with now. On the listing appointment you could ask the sellers this question: “Because I desire to provide the highest level of customer service, what are your specific expectations of me? What are your expectations regarding my communication with you? What other services can I provide for you?” When you go through those questions you will have a very clear picture of their definition of customer service. This knowledge will enable you to exceed their expectations and provide exceptional service to them as clients.

The second step is to create the systems and procedures that will enable you to provide exceptional customer service. Set up procedures of communication. If you agreed to call them once a week to update them, then do it every week without fail. Pre-schedule the calls in your contact manager. This reminder will ensure that you make the call. If you agreed to do a written report monthly, then block out a few hours once a month to complete all the written reports to your clients. The more automated you become, the more consistently you will be able to provide exceptional service every time. Most consumers equate consistency of communication with customer service.

Lack of communication is the largest complaint consumers have against Realtors. Resolve today to start a weekly or bi-weekly communication vehicle for your clients. Even if you have nothing to report, you need to check in. The clients will appreciate that you held up on your commitment to contact them. They will respect you for your integrity of purpose. The only way that you will be able to do that is through your contact manager i.e. On Line Agent, ACT, Top Producer, Goldmine etc etc. The contact with your clients must be preprogrammed. All additional needs of your customers must be noted and created so you can ensure the timely completion.

Don’t leave to chance your ability to create clients for life. You may get busy and drop the ball mentally. It’s very easy to overlook your commitments when your life and business are in chaos. Systematize your mailing, phone contacts, and correspondence. It’s the only way to ensure the result you and your client are looking to achieve. Make sure you clearly know the standard they have for customer service. All clients desire to have that standard met. If you can’t meet it, refer them to someone who can before you enter into the relationship. Then move on and find other clients.

Published: July 18, 2001

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Dirk Zeller is recognized as the premier coach for the real estate industry. He is one of the most sought after speakers and authors for high volume production while attaining life balance in the real estate industry. Dirk is the President of Real Estate Champions. Real Estate Champions provides exceptional business and developmental training to real estate agents and managers through cutting edge coaching programs and seminars including the Four Day Work Week System ProgramTM. You can contact Real Estate Champions at 1-877-732-4676 or e-mail them at or visit their website at RealEstateChampions.com.