“Build your business around your customer’s experience.” This sounds easy enough. Until you realize the difficulty of creating consistent experiences tens if not hundreds of times.
Yearly in my teens I worked, as a cook, at a high-end pizza restaurant that served over 700 pizzas a day. Each pizza had to come out in under 10 minutes and look and taste consistent, EVERY TIME! When a customer is paying $30 for a pizza, this was in the 90’s, they have high expectations of quality!
When I started my career in real estate in my early twenties I realized that real estate is just like pizza… What I mean is that it is the same process every time. With pizza you always start with the crust, then the sauce, ingredients, cheese, and then into the oven for seven and a half minutes at four hundred and fifteen degrees.
In my mind real estate was the same. You begin with a presentation, then an agreement to work together, you provide the service (showing or listing preparation), negotiate the contract, inspection, title, appraisal, loan approval, walkthrough, closing, and finally moving day! It doesn’t work if you go out or order.
Realizing this will make it easier for you to lay out your Customer Experience Plan. Begin by creating a Work-Flow for your business. It doesn’t need to look fancy. Lay out each of the steps from the customers perspective.
Then decide what you can do in each of the Customer Touch-Points you can improve their experience. This doesn’t need to be expensive, it can be as simple as a greeting on a whiteboard when they enter your office.
Select three to five points during the transaction to show them that you care.
Here are is a list of ideas:
- Introduction letter
- Cookies and brownies
- Thank you card
- Car wash coupon
- Starbucks gift card
- Greet them by name when answering the phone.
- Personalized closing gift
- Window/carpet cleaning coupon
- Pop-by Gift
- Moving day survival kit
Good started today building your Customer Experience Plan.
Sean F. Moudry