Research shows that at least 80% of consumers currently seek a more positive experience with their Realtor. I am absolutely stunned to learn that our industry is so very average when it comes to customer service. At Tru Realty, falling short of excellence is 100% unacceptable. We train and mentor to EXCEED expectations, not to just meet them. We understand the value of providing an extraordinary real estate experience. Our agents serve as a resource to our valued clients and work to eliminate any friction in what can sometimes be a complex process.
That’s how we do business. We’ll let other brokerages account for what sounds to me like an epic fail.
Today’s client is savvy and rightfully comes to a transaction with enough information to make it imperative for the real estate agent to be on top of their game at all times. The agent must work to create a relationship that allows for an honest and concise exchange of information. I would consider anything short of that a failure.
I’m overstating the obvious that a positive customer experience begets the building blocks of a successful real estate firm. Good agents get referrals, mediocre agents get a set of steak knives. There’s no second place in real estate.
Here is how Tru Realty agents deliver a positive client experience:
We Stay Up To Date on the Real Estate Market
Statistics state that the average American will own three homes in their lifetime. So we can readily see that most people will buy and sell a home three times over the span of what most likely is many decades. They aren’t experts and are therefore looking for you to be the person who provides them with market insights that aren’t readily available.
The difference between a mediocre agent and a Tru Realty agent is the level of market knowledge they possess. Everything from housing prices, to interest rates, to who’s the best dry cleaner in the area are all things you need to know to be an extraordinary real estate agent. If you don’t, you are part of the aforementioned 80%.
Amazing Customer Experience > Agent Commission
Agents who keep their commission front and center in their list of priorities are most certainly doomed to fall short of other, more important priorities. Providing an extraordinary customer experience is your goal … period. Read that again if you must because any agent who doesn’t realize this is going to have a marginal career if they can get lucky every once in a while.
Use the listing presentation or the buyer consultation to show that you care about your client. Have dialogue that gives you insight to how they think and FEEL. Create a relationship that’s not forced or overtly all business (unless that’s what they want). Getting to know your clients on a personal level is a critical way of creating trust and rapport from the start. It also allows you to plan for the long term in order to secure repeat business and more referrals.
Communication in Real Estate is Key
If you are not a “people person” you should not be in real estate. If you are still learning how to get along well with others (all others) then you should quit trying to be a real estate agent for now and come back when you’ve mastered the basic art of communication. People love honesty, friendliness, and genuineness.
A good real estate agent is intuitive and can anticipate a need or overcome a challenge before a client has to get involved. All of this comes from being a good communicator, right out of the gate. Remember too, that good communication doesn’t end at the close of escrow. Follow up, stay in touch, but do so in a natural manner that is 100% genuine.
Real estate agents have deservedly earned themselves stigmans for being pushy, salesy, and selfish. At Tru Realty, we call that the “other guy”. Our focus is on our client and making certain that they receive the very best real estate experience possible. We put an emphasis on our clients that you won’t see at other brokerages. If you got into real estate just to earn a paycheck, good luck … lose my number. If you’re looking to provide your customers with an extraordinary experience, contact me at 480.327.6700 or email me at firstname.lastname@example.org.
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.