Let customer comments guide your service and your marketing
Yesterday I went in search of a file that should have been in a box of paperwork from 2005. I didn’t find the file I was hunting, but I found a folder full of feedback letters from real estate clients. So of course I had to stop and look at it.
After each closing we sent a note to both the buyers and the sellers asking for comments. We asked 3 basic questions: Was there anything they especially liked, anything they were unhappy about, and did they have any suggestions about how we could improve our service. In spite of the stamped return envelope, only about half the people replied, but their comments helped us focus on what was important to them.
And the most important thing stood out clearly: Communication.
Comments were along the lines of “You always kept me informed,” and “You let me know what was happening all the time the property was listed and right through closing.”
Different individuals had other comments, and a few of them were unhappy about something – such as agents showing their homes and not locking the door when they left! Under “What could we do to improve” some people wrote serious, helpful answers while others said things like “You could have bought all my meals while I was in town” or “You could have married me.” But that’s OK – the silly answers reflected the personality of the writer and served to give us a giggle.
Back to communication – I think this was a major reason why we seldom lost listings, even when the market was down and properties stayed on the market far longer than anyone wanted. As long as people knew we hadn’t forgotten them and that we were making an effort to market their property, they were satisfied.
If you’re in real estate, you can take advantage of what I learned about communication. But whether you sell real estate or pool services or have a store with many products, asking your customers what they like and don’t like is a smart move.
It shows them you care, and it lets you guide both your service and your marketing in the right direction. For instance: Since real estate customers love communication, and if you’re particularly good at staying in touch, you can and should use that fact in your marketing.
Yours for prosperity,
Marte
Posted: May 15th, 2008 under communication, customer feedback, customer service.