- A memorable client experience includes good communication, personalization and close attention to detail.
One of my favorite places to sit is out on the patio of my office with a cup of coffee. Not only is the environment amazing, but every day, I also get a vital lesson in excellent client service and going the extra mile from my neighbor Tony at Southern California Jet Skis.
You see, Tony is one of the most successful Jet Ski, boat and bike rental owners on the beach. It’s not because he has better Jet Skis than anyone else. It’s not because he has a fancier setup. It’s not because he spends more on marketing than his competitors. It’s not even because he’s a really nice guy (which he is).
What makes Tony’s business different from all the others is his level of commitment to the little details that mean so much to his customers.
If you want to see a business with happy customers, check out Tony’s Yelp page. He has dozens and dozens of five-star reviews from people who use words like “awesome,” “incredible” and “the best ever” to describe the experience of renting from him.
Tony is one of the friendliest guys you’ll ever meet. His guides are knowledgeable and accommodating. They make people feel taken care of and safe when they are out on the water, and they know all the best spots for seeing dolphins and riding the waves.
Everything is in pristine condition when customers arrive. When they take out a boat, he gives them a captain’s hat (great for their pics and social media). When a Jet Ski, boat or bike is returned from an outing, he wipes each one down until it looks like new.
It doesn’t cost Tony a thing to be warm, to ensure his staff is well-trained, to take extra care in cleaning and maintaining. Maybe a little time. Maybe a little extra effort.
But that time and effort pays off in making him one of the most popular and trusted business owners in his field. It has given him an online reputation in the area that’s second to none.
You’ve heard the saying, “People may forget what you did, but they’ll never forget how you made them feel.”
Read those reviews. See how great people feel after a day renting from Tony. They’ll never forget that feeling, and you can bet they’ll tell everyone they know about him and his business.
Going above and beyond for clients
What if we could create that kind of excitement, that kind of memorable experience for our real estate clients? How can we bring that superior level of service and attention to detail to real estate transactions and to our interaction with buyers and sellers?
In my office, we know there are many ways, but here are three of our favorites.
Communication
So much of real estate has become automated and impersonal including the way people find their agent and how paperwork is handled.
Let’s bring back some of the face-to-face interaction that used to be such a big part of the real estate process.
Not because we have to — there are all kinds of great technological tools to streamline the process — but because we want to. Because ensuring that clients understand what their signing and the impact of the decisions they’re making is the right thing to do.
Personalization
At our brokerage, we create personalized signs for each property with photos — not of the agent or company logo — of the property itself.
After all, we’re not looking for a free billboard in the client’s front yard. We’re trying to get their house sold. And if we do that, faster and for more than they anticipated, you can bet they’ll get the word out about us.
Details
Double-checking offers, following up, returning phone calls, being on time, doing one more walkthrough after an open house — details count, and the more we can focus on ensuring that every little detail is taken care of for clients, the more they can rest assured that we’re on top of the big picture as well.
Even little things like the neatness of your desk, office or car convey your level of attention and organization. What are they saying about you?
There’s a lot we can learn from well-run businesses in and out of the real estate space.
What’s your favorite local business? Who is your favorite entrepreneur? What do they do that is different and better than anyone else?
Find out, and then think about how you can apply that to your own business. It will help you be a better agent and bring you happier clients.
Troy Palmquist is the founder and broker of The Address in Southern California. Follow him on Facebook, or connect with him on LinkedIn.
