Turning a Customer into a Loyal Advocate
I don’t think REALTOR® training fully equips you for the all roles you have to take on when you sell houses! Aside from being a stellar sales person, master negotiator and amazing business person, a great REALTOR® needs to be a therapist, a teacher and a mountain mover. And this all has to occur sometimes even before the contract is signed! You pour your heart and soul into this business and the people you work with.
So after all of the heart you put into each client, they’re certain to be loyal to you, right?! Yes! And no. Loyalty is a lot like Rome: it’s built day by day.
There is a science to promoting loyalty with your clients. Loyalty is directly proportional to how valued your clients feel they are. Loyalty is built when you are consistent, offer value and ask for business.
Many of you have heard this formula from us before. Trust me, you’ll hear it again because it’s the most important thing you can do for your past clients! Make them feel appreciated and valued and they will bring business back to you again and again.
There’s proof in the numbers – The National Association of REALTORS® surveyed home buyers and sellers and found 88% of people who used a real estate agent to buy/sell would use your services again or refer you to the people they care about. And according to a consumer research study done by RE/MAX, 69% of your clients expect to hear from you after the real estate transaction has closed. That’s because you’ve sold them on your value and what you have to offer and they want to keep the relationship going that you’ve created. If you want those clients who are sold on your services to stay loyal – follow the formula! Here’s how it works:
Consistent communication continues the comfortable connection you’ve already created with your client. Comfort is a good thing because when your client has a real estate question, they will ask you, the person they’re comfortable confiding in. Consistent contact can be many things: it could be a phone call, a newsletter, a video message, an email – anything you know your client can see, hold and hear on schedule. That’s really the key – schedule your connection so it happens on time, every time.
Your clients want their connection with you to be worthwhile. So however you choose to consistently connect with them, you want them to perceive value in that connection. The important thing to note here is that value to this past client is not necessarily real estate based, many of them are no longer thinking about buying and selling, it has to be based on their place in life right now. Mix it up a little! Send a newsletter full of decorating trends and entertaining ideas for their new home, send a video with an explanation of the newest mortgage rules or start a Facebook live video and introduce the hottest new restaurant in your neighbourhood. The value items your past clients can relate to are the ones that will keep you top of mind.
ASK FOR BUSINESS.
The fact you’ve decided to stay in contact tells your past clients you’re ready to take on business they send your way, but make it clearer by asking. Most people like to follow directions so if you tell people to ‘call you with any real estate questions’ or ‘refer your friends and family’ you are more likely to get those phone calls than if you leave contact up to their discretion.
Your past clients want to be your greatest advocates. You can encourage their loyalty by following the three simple steps: Be consistent. Offer value. Ask for business. Show them your appreciation and watch the business come back to you. DMS Connect can help keep your connections consistent and valuable with our Mini-Mag and E-newsletter programs. Start connecting today.