There is no magic to making people feel special. Authentic concern and service will separate you from the pack in an instant. Here are some ways to make your buyers feel special while you are driving them in your car.
If your customers are from out of town, and plan on staying at a hotel, have a basket delivered to the hotel for their arrival. Include some munchies, bottled water, candy, local maps, and other items that make them feel highly "welcomed." Be sure to have a note card with your contact information, business card with your photo, a confirmation of time and dates to clarify whom they are meeting and when and where. A printed schedule of your proposed itinerary with them will help alleviate "surprise" changes that may cause problems with showing other office properties; properties that require advance notice, etc. Better to know up front if they are planning an afternoon off during their trip.
Surprise and delight your buyer by having creature comforts in the car or trunk. A cooler with water, soft drinks, or iced tea helps create comfort and a sense of caring. Small snack bags with cookies, crackers or munchies can help a tired buyer concentrate better, especially after touring several properties. If your buyers have their kids along, plan ahead with DVD movies, games, or small toys. Better yet, think about offering the services of a dependable babysitter for the first few days of their property hunt. After the buyer has narrowed the inventory down, then having the kids along will be easier and allow the parents to focus on the task at hand. There will be less distractions and help provide a better opportunity to concentrate on the property inspections.
Maximize the time in the car by having the buyer fill out a short information sheet that will help you with critical client follow up. Include areas to record family birthdays, kids and pet's names, anniversaries, etc. , for fields in your database to support future client relationship management with a personal touch.
While driving around to pre-appointed properties, print out a map with directions for each property that you can share with your buyers. This map will give them a clearer picture of the area, and where the different properties are located, as well as offering a better prospective of the community. Don't lose credibility with the buyer by getting lost driving to a property, wasting their time, as well as yours!
Get proficient on tools that give you immediate information about properties, the status of inventory, new properties, etc Take a course, or get a tutor, and learn how to use wireless communication devices that are programmed to interface with your multiple listing service to get instant information about the status of properties. The latest hand held computers are designed to use wireless systems to update your information during the day. Anyone can show a property, but a real pro knows how to impress the buyer with full information at the tip of their fingers.
Don't overdo it! Plan for a few rest stops if you are looking at a full day of showings. A mental break is helpful to their comfort as well as your need to help them re-define their needs and observations. Think comfort, like coffee stops, ice-cream, etc. Use these "breaks" to eliminate properties they have seen and define their preferences. This small break will help you to help them decide on the next series of showings. You want to be sure they know that you are constantly fine-tuning what properties they need to see, rather than barreling through a list of your selections. Take the time to discuss your thoughts about the upcoming properties that you are scheduled to see, and give them an overview of what's next. Their input about whether it sounds good to them or not will save time, energy and continue to build the trust that is critical to the relationship.
What if everything you chose is absolutely not what they have decided they want? Go back to the office, re-strategize and start over. Better to admit to a miscommunication than endure a waste of time and energy. Avoid having them feel that you "just don't understand what they want" and start again to be right on target.
Published: January 14, 2004
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