I work with a number of estate and lettings agents across the UK to capture their customer’s feedback. During our team weekly powwow some really interesting comments from customers were shared. Most interestingly came from a number of buyers that had recently completed on the purchase of a property. They had all made similar comments, the service had been great, really personal up until the time that they collected the keys. One customer had even commented to say that they felt that the agent had got the money and now was disinterested. When asked what the agent could have done differently, the customer replied perhaps met me at the property, another customer had suggested a bottle of wine, and another a bottle of champagne!
What’s the message here? Is it about the booze? Well I don’t think so, personally I think it’s about sharing in the experience with your buyer. For so many people buying a house is a hugely emotional experience, sometimes stressful, often joyous and for many the bit at the end is the exciting bit; Picking up the keys to their new home, the beginning of a new chapter. So I can appreciate why some customers feel it is an anti climax to collect the keys from a disinterested, stressed or “busy” agent.
This got me thinking about buyers. How well do we look after them? The focus is often on our sellers as they’re the ones paying the bill, but the buyers are your future sellers!
What systems do you have in place to ensure that they get a tremendous service from start to finish? In this ever changing market place it is vital to ensure that your agency is the company of choice when the buyers are ready to move again. What can you do to ensure your brand is synonymous with moving?
Here are some ideas to engage with your buyers:
- Treat your buyers as humans, not as a catalyst to earning your fee. Listen to their needs, how it’s best to contact them, when it’s best to contact them, always communicate with them as though they are sat in front of you.
- Find them a property. Stop trying to fit square pegs into round holes. Qualify them properly and hustle for the property of their dreams. The seller may pay your fee but its your buyer that’ll make the deal happen! If their dream home doesn’t exist on your books, find it!
- Note their birthday on your system, diarise to send them a birthday card. I personally use a superb app called touchnote you could always send a company branded birthday card, a handwritten note is definitely going the extra mile.
- Utilise the 1-4-All strategy, call your buyers 1 day after they have moved in, 1 week after completion, 1 month and finally 1 year.
- Tag up the keys nicely – Congratulations on your new home keyring, presented with a nice card.
- When they arrive to pick up their keys, be interested, be giddy, smile, wish them well, remind them you’re always available if they have any issues.
- Negotiate a discounts with local restaurants. When you call after 1 month advise the buyers that you’ve arranged a discount as a way of saying thank you.
The moral of the story your future begins with your present buyers, win their hearts today, win their business tomorrow.