By Christine George

RE/MAX Leading Edge President Marketing and Business Development

Technology has changed the way we do business in that, word-of-mouth spreads at the speed of a swipe and consumer purchase behavior is influenced less by traditional advertising and more by peer referrals and reviews.  It is the experience that consumers have with a company, brand, service or product that determines the value they place on it and ultimately whether they choose to recommend it or steer their friends away from it.

Premier customer service is critical, now more than ever, in building a successful business.  It is not enough to be good or even great.  In today’s competitive landscape, you simply have to be the best.  Being the best will ensure customer loyalty and long-term sustainability of your business.

For most real estate professionals, business is built on referrals.  So, what does it take to provide exceptional service to keep your customers coming back and also grow your referral business?  Below are 3 steps to building premier customer service:

1. Make customer service a core value of your business. Take Zappos for example.  They are in the business of serving customers, not selling products, as depicted in their number one core value, “Deliver WOW through service”.  What if you were in the business of service instead of selling?  Providing above average service will give you a point of difference in your market, will build loyalty among your customers and ultimately increase your bottom line.
2. Have a relationship strategy. Nurture your customers in a way that ties back to your core value with these 4 steps:

• Engage them – The buying and selling process is highly emotional and stressful and if an agent puts on the hard core sales press, the customer will likely shy away.  Engagement means asking questions and listening; doing so will not only establish trust but will also set you up to be able to meet the customer’s expectations.
• Provide value – Once you’ve established a relationship with your customer you must prove your value.  Providing content to help them through the buying or selling process, information about the neighborhood or school systems in the town they’re interested in or local or online resources are all examples that will show the customer you’ve listened and you’re committed to making the process easier for them.
• Create an experience – Experiences last a lifetime and creating a unique and memorable experience is a sure way to differentiate you from the real estate agent down the street.  No one does this better than Disney.  Disney’s sole mission is to create magic for every child and family they touch.  Knowledge, expertise and timely follow-up are your most important attributes as a real estate agent.  These coupled with a little creativity and you’ll be well positioned to provide a experience your customers will never forget.
• Build Loyalty – Building customer loyalty is key to sustaining the long-term growth of your real estate business.  Communication is the most important factor in building and maintaining a loyal customer.  Emails and newsletters are great ways to stay in touch, stay top of mind and continue to provide the kind of valuable content your customers have come to expect.

1. Measure your business. Don’t get comfortable.  There’s always room for improvement.  Measure your performance through surveys and ask your customers to provide testimonials through popular sites such as Zillow, realtor.com and yelp. Then copy these testimonials to your social media sites and on your website.  Pay attention to complaints or negative feedback.  See these as an opportunity to become better.  Be open to new ideas and make adjustments along the way.

Premier customer service means making the ordinary, extraordinary.  Providing it can, and will, influence the way customers perceive you and how they talk about you.  It can also be the difference between being a good real estate agent, and being a great one.  Customers who believe they are getting something of value will always be willing to pay for it.  So don’t short change yourself.  Bring your customers the “WOW” factor and experience the difference in your business.

Christine George is President, Marketing and Business Development for RE/MAX Leading Edge in Boston, Massachusetts www.leadingedgeagents.com