Unmet Expectations
This is a lesson in how NOT to treat your most valuable clients. Customer service matters.
Today, everyone is in a race to do more with less. As a result, many of our interactions with clients have become transactional rather than based on relationships. I caution you about this. I understand that we are all trying to write more volume, but in the process we can’t stop doing the little things that make our clients feel valued. It is those little extras that not only make clients want to come back, but they will stand up and tell the world how amazing you are.
Let me share a personal story. Anyone who knows me knows that I am a road warrior. I teach all over North America and I’m in a different city every day, which means I live in airports and hotels. To give you an idea, last year I spent 287 nights in a Marriott hotel. It is not the life for everyone, but I love what I do, so travel is just a necessary evil. As an “Ambassador Elite” Marriott member (which is the highest loyalty standing anyone can get), I’m entitled to certain perks: an upgraded room, late checkout, access to the member’s lounge, etc. Some people might view these perks as “nice-to-have,” but when you live in hotels, they become “need-to-have.” Without a good meal and a good night’s sleep I can’t be my best for my students the next day.
I like to stay in Marriott because I expect a certain level of quality and service in their hotels. I have an expectation. Most hotels make me feel very welcome. Some go as far as to leave a handwritten note and chocolates in my room. Yet that is not the case in every hotel. I recently stayed in a Marriott and the check-in clerk refused to upgrade my room. I was too tired to argue, but I did post a negative comment on Facebook about the experience. The hotel manager immediately phoned to fix the problem. I shared with him that I wasn’t expecting perks that I wasn’t entitled to, but my expectations of quality service certainly weren’t met.
To take it one step further, an agent commented on my Facebook post saying that I should have been happy I had a room, a shower, and a bed to sleep in. Who did I think I was to expect more than that? Quite frankly, this is like an agent saying to a client: “You paid for my service, I showed you some houses and wrote the contract. What more do you want from me?” We all know it is not about delivering the minimum level of service; it is about delivering an exceptional experience. The agent commenting on Facebook missed the point. To Marriott I am the equivalent of a client who buys 20 houses a year from you. How would you approach such a high-value client? What would you do to make them feel special?
Here are 10 small things you can do that won’t cost a lot, but will have a lasting impact on making clients feel valued:
When you get a new lead, text them a 30-second video introducing yourself. It instantly builds rapport, so they welcome your phone call.
Get back to people right away. When someone emails/phones/texts you they want a timely response. If you respond quickly, it makes them feel important.
Set expectations in advance. For instance, when you first meet with a client, explain how your typical workweek is Monday to Saturday and you take Sundays off to be with your family. They can contact you anytime and expect an answer within a couple of hours (if not sooner) but ask them to keep communication on Sundays to urgent issues only. Once you set these expectations, live up to them.
Adopt a weekly communication touch point with sellers. For example, you can explain that you will call them every Monday evening between 6 – 8 p.m. to give them an update on what is happening (e.g. how many online views and showings they’ve had, any new competitive listings/sales in their area, what marketing strategies you’ve used and any feedback from potential buyers). Even if no one comes to see their property, that in itself is a reason to have a conversation. Don’t let any daylight get between you and your sellers.
Set up your past and current clients to receive “market updates”. Everyone wants to know about new listings and sales in their neighborhood. It is a great way to stay in touch with high-value information that they will appreciate receiving. Even if they have no intention of moving any time soon, the agent who keeps them informed will be the one they do business with the next time they move.
Once your clients have an accepted offer, buyer or seller, send them a moving checklist with everything they need to think about before they move (e.g. cancelling utilities, forwarding mail, etc.). It is another way to deliver a quality experience and relieve their stress.
Offer to send Just Moved postcards to their family and friends. Take a picture of your clients in front of their new house and upload it to a postcard template. Ask your clients for the names and addresses of their 25 closest friends. Add those people to your database, introduce yourself as the agent who sold their friend’s house and offer to stay in touch with regular market. It is an easy way to grow your database.
Send quarterly, hand-written cards to past clients. Pick fun holidays such as Halloween or Groundhog Day, as well as birthday and anniversary cards (your CRM system can remind you to send them). Monthly marketing pieces are great to keep you top of mind, but handwritten cards make people feel special.
Stop by on moving day with pizza and cold sodas. What a thoughtful way to help them celebrate their move and relieve some stress on a hectic day. But don’t stay too long or they will have you moving furniture. 😊
Offer your clients personal concierge service. One of the things that keeps me connected to my agent is the fact that she knows everyone in town. If I ever need a plumber, painter, cleaner or gardener, she is my first call to find out who she recommends. I trust her. She only refers the best people and it keeps me connected to her.
Take care of your clients like they feed, house, and clothe your family (and they will).
Chris Leader
President
Leader’s Edge Training