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Creating A Client-Centric Real Estate Brokerage

The typical consumer does not care how many awards you have listed in your email signature, on your business card, or hanging in your office.

They are not overly concerned that you have been rated the number 1 realtor in your service area since 1987.

They care about their experience … what service you are going to provide them and just how you’ll steward them through a significant financial transaction.

The New Age of Real Estate Clients

The internet has provided us resources that afford buyers the ability to come armed with a list of homes they want to see and the corresponding information on those homes or neighborhoods. The internet also provides sellers with information on just what they should be asking for their home based on their assessment of information gleaned off the World Wide Web. Often times they will know exactly what they want to list their home for before the agent has had time to even schedule a listing appointment.

In a world where a Phoenix real estate competitor is simply one click away and information is readily accessible to the buyers or sellers, an agent’s customer service skills and personal brand is the new way of marketing. In an industry dominated by referrals, reviews, and general word of mouth, any wrong misstep with a predetermined customer can cost you current and future business. In a highly saturated and competitive market that business can be hard to get.

Real Estate Client Testimonials Matter

It is widely known that complaints of poor customer service get a lot more attention than praise for positive experiences. Our industry must heed the many opportunities that clients have to tell their story whether that be a positive or negative one. Real estate portals Zillow and Trulia both provide areas for agent reviews. Google and Facebook also provide an outlet for reviews and everyone knows the Yelp exists for the very purpose of giving consumers a voice. A savvy agent must be ready and willing to manage these reviews as each rating will impact your personal brand. This further influences the willingness of others to do business with you.

At Tru Realty, we put the client before the broker. We also train our agents to put the client before themselves. That makes for a healthy and typically happy client experience. It reinforces our brand presence in the market. It also creates brand affinity for our past, current, and future clients.

At Tru Realty, we place our energy where it matters most … on the client.

About the Author

Sarah C. Richardson is one of the preeminent leaders of residential real estate in Arizona. As the CEO and founder of Tru Realty, she is responsible for both the daily operations and oversight of the multiple growth strategies that the brokerage carries out. Sarah launched Tru Realty in 2010 as a way to serve a marketplace that was seeing a shift from auction centric fix/flips to an MLS flow. She is now rethinking the way her brokerage uses technology to better serve clients and agents alike.


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