We all know the NAR stats:
• 87% of consumers start their search online, yet 48% of Internet leads are
not responded to
• 90% of consumers would use the same agent again, but only 11% do
• Add these, and other equally dismaying stats, to the ability for consumers
to access information without our involvement, and then mix in our industry’s
reputation for less than stellar professionalism, and you come to an undeniable
conclusion: to be successful in the future, you will either have to compete on
price or you will have to deliver an incredible consumer experience.
If you choose to deliver on consumer experience, keep in mind that consumer
experience begins before that consumer meets you in person and extends beyond
their first transaction with your firm. Does your company deliver an amazing
consumer experience?
• Do you have a truly integrated Internet marketing strategy that includes
SEO, blogging and social media? Do people like you and find you interesting even
before they visit your website?
• Is your website easy to use? Is your content relevant to the real estate
consumer? Do you provide useful information and an engaging experience? If not,
your potential client can easily type in the next URL and you will never see
them again.
• When someone fills out a form on your website, do they receive a
professional and courteous response in less than 15 minutes? If you are not
responding in less than 15 minutes, you severely jeopardize your chance of doing
business with that consumer and give them an unfavorable view of your firm.
• When a client comes to your office, does it look fresh and exciting, or
does it look tired? Remember, the average home buyer is a lot younger than you
and most of your agents. They are used to going to the Apple Store or
Starbucks—not their grandmother’s house.
• When your agents are going to an appointment, are you confident they are
capable of delivering an amazing consumer experience worthy of your brand? When
they blog or post things on social media, are you confident they are properly
representing you in the space consumers start their home search?
• After you close a transaction do you stay engaged with that consumer in a
relevant and professional way until they are ready to buy another house? If they
started their relationship with you online, they may want to continue that
relationship online as well.
If you want to differentiate yourself, you must accept that the consumer
experience starts way before they ever express interest in doing business with
you and extends way beyond the closing. Your ability to deliver the experience
will set you apart and put you in a position to succeed versus those in your
market who choose to keep doing things the same way.
Think of brands like Zappos, Starbucks and Apple. They are known for the
experience they are delivering…are you?
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