The economy has rattled American consumers, according to Gallup’s June 2014 “State of the American Consumer Report,” making them more cautious and demanding of
the businesses to which they’re giving their hard-earned money.
Some companies have failed to adjust to consumers’ newer,
higher expectations, says Gallup. They’ve gone out of business
or they’re hanging on only because they’ve slashed prices or
There’s a better way. Gallup’s research shows the most
successful companies have met consumers’ heightened expectations by providing exceptional service. What are the key
service elements consumers seek from you and your brokerage? For starters, easy accessibility to agents, overall competence, transparency regarding transaction details, and proper
follow-through. Fulfilling these expectations creates what Gallup
calls fully engaged customers—brand ambassadors and true
believers who will stay loyal to your company and recommend
you to their friends and family.
Smart real estate brokers, whether they run large operations
or small ones, realize there are no shortcuts to providing topnotch customer service. They know that consumers won’t settle
for anything less. Here’s how they’ve been implementing systems and practices to ensure consumers become raving fans.
Technology Plus a Personal Touch
Eighty percent of NAR member brokers have one office with
just a couple of licensees, according to NAR’s 2013 Profile of
Real Estate Firms. Brokers at such smaller firms use a combination of high tech and high touch to satisfy customers.
One broker who’s focusing on technology is Erica Ramus,
CRS, MRE. She has spent about $20,000 since 2013 for online
marketing and tracking systems to formalize her company’s
“I want to make sure all clients and customers are served in
a consistent manner,” explains the president of Ramus Realty
Group in Pottsville, Pa. “When I started my company seven
years ago, I knew every client who walked in the door. Now we
have five salespeople plus me. Buyers are coming and going,
and I don’t recognize them. Because my name’s on the door,
they think I should know who they are. And I should.”
Ramus purchased e-forms and e-signature software pro-
grams and requires salespeople to use them so no step in any
transaction is left undone or undocumented. The company’s
CRM program funnels all leads into the company and then
allows Ramus to see which salesperson got which lead and
how to . . .
keep clients happy and loyal
Make sure you’re not
all talk when it comes to
follow-up with consumers. T H I R T