RISMedia's Real Estate Magazine

NOV 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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98 November 2018 RISMedia's REAL ESTATE Panelists included Scott Parker, vice president of Sales and Mar - keting at John Greene REALTOR®; Edward Tull, director of Technology and Process Management at JB - Goodwin REALTORS®; and Georgia Perez, vice president of Business Development at MoxiWorks. How can brokerages and agents consistently garner rave client re - views, bolstering the status of their business and leading to higher lev - els of referral business? The most direct method? Ask for feedback. "We ask every one of our clients that closes with us to give a review," said Tull. "First, we do a survey and, if we get negative feedback, it goes to the sales manager and they ad - dress the issue before the problem is voiced publicly. Then we send them a link to Google reviews." Additionally, utilizing those posi - tive experiences in a productive way can lead to improvements and more profitable relationships down the road. "We tell our agents, bring your best #clientforlife idea and share it. Some phenomenal customer experiences are being created this way, and our job is to be a conduit to make sure they're shared and implemented," said Parker. But first, set expectations. Of course, setting the stage is crucial. If a brokerage has a low bar set for its agents, they'll, in turn, set a low bar for their clients. The key to a successful client re - lationship that ends in a five-star review? Educating agents on what to expect and informing them to do the same for clients. "Expectations are a huge thing. We truly believe in the fundamen - tals of training agents in what ev- erything looks like—how to enter a home, how to have extreme pro - fessionalism in the industry, etc.," said Parker. "Laying the groundwork for what it's going to feel like, such as what could go right and what could go wrong, prepares clients and sets the proper expectation." Part of that expectation? That agents will follow up. Tull believes one of the biggest client com - plaints is against agents who don't communicate enough. Additionally, it's about being on time, doing what you say you're going to do and fin - ishing what you start, said Tull. This creates a trickle-down effect that leads to a seamless experience and the removal of client doubt. "It's top-down management. Get your agents to trust you and they'll follow you according to that special sauce your brokerage has to make it successful," said Perez. Use technology to assist you, but not as a crutch. "Tech is there to create more belly-to-belly experiences," Work - man reminded brokers and agents. While technology performs well as a supplement to existing per - son-to-person strategies, full reli- ance on innovative software won't lead to the five-star client experi - ence that brokerages are looking to offer. "If at the end of the day, there isn't a human, we aren't creating a human experience," said Perez. Workman agreed. "Authentic re - lationships don't happen on social media. That's just a tool we use to get close to [clients]." RE View the full webinar at: https://bit.ly/2DWponu. Liz Dominguez is RISMedia's associate content editor. Webinar Recap: How to Create 5-Star, Legendary Client Experiences by Liz Dominguez H ow will you set yourself apart from the competition? By offering superior client relationships, a topic discussed in RISMedia's recent webinar, "The 5-Star Review: How to Create Legendary Client Experiences," sponsored by MoxiWorks and moderated by Verl Workman, founder and CEO of Workman Success Systems.

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