Is there a straight forward way to build a business that relies on referrals rather than being in the constant grind of marketing and lead-generation?
Yes, there is, and the most successful businesses and agents have been using it for years. It’s called turning your clients into “raving fans”. When your clients feel that they’ve gotten service that’s above and beyond, they can’t help it but be your largest advocates, spreading word-of-mouth marketing that no money can buy.
There’s a big difference between creating “raving fans” and satisfied clients. Your clients are only satisfied because their expectations are so low and because no one else is doing better. Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create Raving Fans.
Sounds hard? It really isn’t. Here are 4 things you can implement today, because whether you’re new in the business or been around for a few years, the time to start executing on these four things was YESTERDAY.
‘Wow’ clients during the sale
The best time to impress clients is not after a closing, but during the sale. Doing this is a lot easier than you might think.
Essentially, you want to make your clients’ experiences with you and with moving as pleasant as possible. Delivering food and drinks on moving-day is one of the more common practices, but there are so many things you could be doing such as:
- Arranging for your clients’ new home to be cleaned before they move-in
- Re-keying clients’ locks
- Arranging utility setups and other moving logistics (this is where MoveSnap can makes a huge difference. Your clients will love it!)
- Giving personalized gifts at the end of a sale
The important thing is to get creative! Each client is unique and takes some thought, but it’s always appreciated and often reciprocated in the form of glowing recommendations, reviews and referral business.
Deliver valuable services
Everyone in real estate offers virtual tours, social media marketing, staging and “free” home evaluations.
With a little creativity and knowing the type of clientele you are looking to reach, you can put your real estate business several steps ahead of competitors by delivering value-added services.
Some clever methods include providing clients with branded moving boxes or paying for a handyman to come in for a few hours each season to fix stuff around the house. Your services have to show that you are much more than a Realtor® and that choosing you, will make your clients’ life a lot easier.
Hire a real estate concierge
As your real estate business grows, you’ll have less time to provide each client with the personalized services that can make the difference between a satisfied client and a referral machine.
Productivity is the name of the game and if you’re finding yourself waiting for the plumber or photographer, you should consider hiring a client care concierge who can pour effort into serving clients and increasing your referrals. Where there’s focus, there’s results and having the right person will more than make up for the investment.
Keep in touch
Never forget the basics of keeping in touch with your clients and sphere of influence post-sale.
Ongoing touches with holiday cards , customer appreciation events, and in-person drop ins go a long way when it comes to keeping your business in the forefront of past clients’ and prompting them to suggest your services to family members or friends.
So, be sure to develop and implement a post-sale marketing strategy with touches throughout the year to increase real estate referrals.
Implementing all or some of these into your daily interactions is a lot of work and expense. It is NOT for everyone, but with the customer experience bar being raised by agents who are out there turning their clients into raving fans already, it soon will become the standard. The key is not to get left out in the dark.