Today’s marketplace is breeding quite a different consumer than the industry has experienced in the past. This informed consumer knows more, is expanding the demands of our job, and requires accountability for our services. In order to continue to supply value to the transaction, Realtors must be ready to supply personalized consumer care.

Step #1 – Get with the new time demands

There is a new timeline today’s consumer expects…it is whenever and wherever they want information or services. In order to meet the immediate expectation of these random demands, automation is your answer. The World Wide Web has afforded us global impact and communication, which expands normal business hours to 24 hours a day, 7 days a week with no restrictions for holidays or time off. Design your business response systems to offer 24 x 7 communication and services through the use of AutoResponders on your Website, or links for information in your e-mail signature. This communication tool can automatically fulfill requests about particular pieces of property, local reports, and school information or community guide schedules. The idea is to serve and add value to that service with real time response and real life information.

Step #2- Web Marketing and Services help you meet the new demands

The Web also affords us the opportunity to market our services and ourselves in a new and most affordable way. For a reasonable investment get a Website that features both a front end and a working back end or work station that can help handle some of the recurring services necessary to keep communication and status at a real time level. Find a good Web template that integrates with agent productivity software and e-mail to extend services and information to clients and customers anytime they want or need your services or information.

The latest technology offers software to interface with multiple listing information that can automatically update a client on properties as they enter the marketplace that match their needs. Programs like SOAR eMLS and MLS Booster supply this information, continuously updating the agent and the customer as properties become available that meet their criteria.

Step #3 – Be smart about your time investment

With information about property more readily available across many channels, be certain your customer understands the investment of your time, energy and resources. Have your buyers sign a buyer agency agreement with you to insure your work can and will pay off when the right property comes along for your customer. The number one complaint in many association and board offices is that buyers are working with more than one agent, but saying they are not. Be savvy with your time, energy and expertise, and get your buyer to commit in writing.

Step #4 – Use a Buyer & Seller Book

Build a unique selling advantage right from the beginning of your relationships with a buyer or a seller. Develop an informational booklet to help your buyer understand the process. This booklet can outline questions, and offer checklists at the onset of your buyer-agent relationship. This is especially helpful for first time buyers and those that haven’t been in the buying market during the past several years. Include in this booklet copies of your buyer agreement, lists of recommended services that would be helpful to a new buyer, like inspectors, appraisers, title companies, attorneys, etc as well as information about how the transaction works.

Create the same type of book for your prospective Sellers. Deliver the book ahead of your initial meeting to familiarize the property owner about you before your meeting. This pre-marketing or pre-listing package sets the up the guidelines for working together to market their property. A cohesive package will include a Seller equity sheet, information about yourself, your marketing, your marketing strategies, copies of your direct mail, testimonials, success stories, and personal mission statements.

Demonstrate your ability to commit to a full marketing program with a distinctive marketing system of communication, media, direct mail, open houses, brochures, interactive voice-response system integration, etc. You can be that 95% of your competition will not deliver the same type of pre-appointment package that you do and it’s the first impression that makes a winning impression.

Step #5 – Build a Team and support network

The old days of a single agent doing it all are long gone. There are too many new demands for one person to handle well, and the emergence of too many systems keep up with, let alone integrate. This is the time to look around at the services that can be combined or coordinated to make a buyer or a selling transaction run smoothly and efficiently. Develop a relationship with a lender, title company, attorney, inspection service, clean up and landscaping service to expand your business and theirs. By maximizing the database of names, addresses, and email addresses, you and your team can market to a larger sphere of influence while providing value added information and services. Have your lender develop a letter to send to all of your prospective listings offering pre-qualification services to a new buyer. Have your property inspector offer a pre-marketing inspection for a special fee to head off any possible complications when an offer to purchase appears. By offering this extended type of service, your client/customer will know you are committed to helping them achieve an easy and seamless real estate experience.

Step #6 Have the data systems in place for future data mining and customer care

The name of the game is prospecting, and leads are more valuable today than ever before. The care and management of today’s lead has far greater dollar implications than it did even a few years ago. It is of top critical importance that you design a system that fully manages the prospective lead. This means having a fully integrated website that notifies you of a lead request in real time. Designing your website with an automatic response system for immediate answers to inquiries is another way to service the ever important lead. Using a web template that offers a “drip” system of communication that is fully integrated with information is another facet in data mining the prospective leads, and a on-ramp for additional services and business opportunities.

A comprehensive contact database system is the foundation of doing business in this new information era. Incorporate some type of contact system like ACT!, Microsoft Outlook, etc to quantify your database and to set yourself up for future data mining of this valuable part of your business.

Step #7 – Ask for referrals

In today’s highly competitive world, a solid referral is one of the best ways to get business. When a client or customer is happy and satisfied with your services, ask if they would like that same level of service for their friends, family or neighbors that are seeking professional real estate services. It’s the easiest and best way to expand your business, and easier with the endorsement of a satisfied client.

Published: July 30, 2001

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