The importance of top customer service in the property industry

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If you are in the property industry, and if your leads and sales cycles currently carve a flat line on the graph (rather than the upward climb we all like to see), your customer service could be letting you down.

Of course, many things could be letting you down. Are you attracting the right demographics relevant to the properties you have available? Are you communicating via the most relevant channels? Do you provide before care, during care, and aftercare for all of your customers in the form of online support emails? See here for more information on CRM software that could help you to deliver bespoke marketing strategies. 

Now, let’s get into the importance of top customer service…

Handle queries promptly

By queries, we really mean concerns and complaints. If your clients report issues with a property at the viewing stage, any failure on your behalf to show instant goodwill in rectifying the problem will be a stain on your name. Why? Because not dealing with small issues like black mould in bathrooms and rattling water pipes in the kitchen indicates that you are most likely the kind of small-time brand looking for quick sales on low-quality properties. 

Why should your potential clients trust you if you fail to deal with basic issues? Handling the small stuff at breakneck speed shows your clients that you will be there to support them throughout their property buying journey. Just think, for the cost of removing a stained rug you could make a fortune on a sale. But you have to act fast. 

In terms of general queries, if you’re taking longer than a day to respond to your customers, they can very easily find another agency to answer their questions in a more timely manner. It’s customer service basics – if you’ve not got time for them, then they won’t have time for you. People don’t like waiting around, especially when it comes to something as important as moving homes. 

Keep all promises 

Ever bought a used car from a dealership? There’s a saying in car sales – over promise and under deliver. And don’t consumers just know it. Car dealerships will tell you that the scratches on the front bumper and the dog smell lingering in the seat fabric will all be dealt with for the day you pick up the car. But it never is. And you have to do it yourself. 

Where properties are concerned, people won’t do it themselves. They’ll cancel the deal altogether. If you have promised to speak to the previous owner about the possibility of keeping the stove, for example, make sure you stick to that promise and come back with answers. Don’t leave your customers feeling like they’re dealing with someone who doesn’t care about the things that are important to them.

When it comes to buying a house or flat, your customers are investing a huge amount of money. It is most likely the most expensive purchase of their lives, so when they discover you’re selling them a fake dream, this will backfire on you. Word of mouth recommendations is worth a lot. If you have negative reviews and regular complaints regarding false claims on properties, your business will flounder. Be open and honest, even if it means having to tell potential buyers or sellers that the property in question may need some work. They will respect you for your honesty, and it will build trust. 

Know the property (above and beyond your job)

Customers like to feel they are in safe hands. If you only know the basic information relating to a property, such as the address, number of bedrooms, and the asking price, your customers may feel this isn’t an all-star property (because you clearly haven’t invested your time in it). 

Instead, learn the history. When was it built? How many owners. Understand the local history surrounding the property and tell the story. If you can’t make bricks and mortar sound like a home, you can rest assured one of your competitors will be able to. Show some enthusiasm for the property to help your customers warm to the idea of signing the deeds

All in all, your customers are what keep your business going. Customer service should be at the top of your priority list, and you must always respond to them promptly and openly, whilst being as informative as possible. This will make your business stand out from the crowd, building strong customer relations.


Ref number: THSI-2301

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