September 9th - 2005

Superior service builds customer loyalty

Every successful REALTOR knows that referrals are the lifeblood of their real estate business. So how do you ensure a steady stream of referrals from your customers?

Every successful REALTOR knows that referrals are the lifeblood of their real estate business. So how do you ensure a steady stream of referrals from your customers?

Lawyer, author and OREA instructor Mark Weisleder says you need to provide a superior customer experience. “To keep your customers satisfied, you must give them a superior customer experience from the moment you meet them until the conclusion of the transaction,” says Weisleder. “If you are successful in keeping your customers satisfied, this will lead them to return to you for repeat business as well as provide testimonials and referrals for potential new customers.”

Care about your customers
In his book “Real Estate Agents Beware!” Weisleder, currently general manager of customer support at Bell World stores across Canada, says the two simple rules of a successful business are: 1. Keep your existing customers satisfied; and 2. Get new customers. “The chief goal of many agents, unfortunately, is to obtain listings,” he says. “Once you get a listing, you’re already thinking about the next listing. Agents often fail to realize, however, that once you are fortunate enough to obtain a listing, that is when the work really begins.”

The best way to satisfy your customers, and at the same time protect your deals, is to be very organized and meticulous in everything you do on behalf of your client. Demonstrate that you are knowledgeable, be prepared and follow through on every commitment you make.

Make use of technology such as e-mail and text messaging, and have assistants to help you keep in constant contact with your customers. Weisleder also recommends old stand-bys such as newsletters and mailings to keep in contact with previous customers.

“People value someone who is prepared, who is careful and who communicates everything.”

Complaints are opportunities
Whether on their own or part of a company, REALTORS need to operate as if they are their own small business. All the same principles of running a small business apply, including developing your own “brand.” As a REALTOR, your brand is your name and you need to think about what you want your name to say to people. “REALTORS need to ask themselves what they want people to think about when they hear their name.” He cautions that actions taken early in a REALTOR’s career will become how they are known. “For example, if you cut your commission on a deal or if you do anything that’s not quite on the level, it will affect your brand.”

So how do you protect your brand or your reputation when you make a mistake or someone complains? Weisleder says that if you can handle customer complaints satisfactorily, you will win their loyalty. “People want to feel that you care about their complaint. If you are able to solve their problem, they will actually become more loyal.”

Weisleder sets out these steps to follow when handling a complaint or a difficult customer.

  • Remain calm.
  • Listen: let the customer get things off his chest
  • Acknowledge: prove to the customer that you are listening to them. “I understand why that would upset you.”
  • Solve the problem.
  • Demonstrate empathy.
  • Offer solutions, not a justification. Remain professional at all times.
  • Thank customers for their patience and cooperation in helping resolve the problem.
  • Don’t take things personally; most of the time the customer is not directing his anger at you. He will usually calm down and be very satisfied with the proposed solution.

For more information about the OREA Continuing Education course entitled, Building Loyal Customers – Avoiding Legal/Discipline Proceedings visit the OREA Real Estate College web site or contact your board.

 

 

 

Twelve steps to success
When REALTORS become extremely busy, it can be easy to make a mistake or let customer service slide. Attention in each of the following steps can avoid the most common claims against REALTORS:

  • Prepare
  • Fact find
  • Note your client needs and requests
  • Obtain all contact numbers
  • Provide updates
  • Note important dates in a diary
  • Complete agreements, including conditions
  • Follow through on all commitments
  • Refer client to a lawyer for advice, if needed
  • Have appropriate training manuals in your office
  • Have all advertising reviewed in your office
  • Use an appropriate mentoring process in your office

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For more information contact

Ontario Real Estate Association

Jean-Adrien Delicano

Manager, Media Relations

JeanAdrienD@orea.com

416-445-9910 ext. 246

Ontario Real Estate Association
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The trademarks REALTOR®, REALTORS®, and the REALTOR® logo are controlled by The Canadian Real Estate Association (CREA) and identify real estate professionals who are members of CREA. The trademarks MLS®, Multiple Listing Service® and the associated logos are owned by The Canadian Real Estate Association (CREA) and identify the quality of services provided by real estate professionals who are members of CREA. Used under license.

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