As estate agents we have many tools at our disposal to promote our business, the property and ourselves as agents. Yet I feel that communication - one of the easiest, cheapest and most effective resources - is often undervalued.
How you communicate can have a dramatic impact on the success of your business. This may be an obvious statement but honestly, how well are you communicating
Firstly let's look at a market appraisal. You've had a phone call and confirmed an appraisal, what do you do next Many will believe that the meeting is confirmed and that's fine. That being said, you could be missing a trick by not engaging with your clients in a memorable way before you even knock on the front door.
I recently heard of an inspiring company that have completely perfected their communication policy with their clients. They had researched various industries' best practice, as well as connecting with realtors in the USA. Their result is a client-centric strategy that immediately tells the client the ethos of the company.
Once a market appraisal appointment has been made, the agent who made the appointment sends the client a personal letter to confirm. This is not a bog standard template, but a letter, which reinforces the agency's personal service and the agent's listening skills.
At the same time they have also considered personal safety, ensuring that the client needn't worry about a stranger turning up at their door. With this in mind, they send a photo or a video of the person undertaking the appraisal so they will know who to expect. For those of you thinking how time consuming and what a waste of time, think again
Sending the photograph starts building the relationship with the client. It also gives a very positive first impression of the company as one that is professional, caring and efficient. These qualities can then be reaffirmed during the appraisal itself; leaving the client with no doubt in their mind which agent they wish to list their property.
You have completed your appraisal, what now How good are you at following up, or do you want the client to call you Every meeting with a potential client should be followed up but remember not to sell. You need to learn the art of selling without selling. As in most business sectors, as soon as you turn on your salesman' sign you will find your potential clients closing the door.
You have now secured the property and lined up a series of viewings. Have you repeated the above method for both vendor and buyer Although the potential buyer may be seeing several agents, it is important to leave them with a powerful impression as we all know that a buyer will always become a vendor. Each and every step of the process should involve a touch point for communication. Whether it be a phone call, email, video or even a letter no matter which form you choose, it is essential that you make it personal.
This is only one area of estate agency business and it can be rewarding to think about all the times you have the opportunity to communicate. Are you communicating enough with your vendors, buyers, landlords, tenants and potential and past clients
Communication is a powerful resource that sets the tone of how your business is perceived and encourages loyalty. So I ask you to take a moment to think about how the art of communication is valued in your business.
*Stephen Brown is Director of Stephen J Brown Consultancy, providing training and helping estate agents from all over the UK to generate more revenue
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