There’s no arguing that technology has dramatically changed the landscape of consumer behavior in almost every industry, and real estate is certainly no exception. Today’s buyers and sellers no longer need to rely on an agent to start the process of searching for a new home or calculating the worth of their current house. They have access to thousands of listings at their fingertips and can research school districts, property values and neighborhood development plans without ever having to reach out to a real estate professional.
However, the fact remains that buying and selling a home is still the largest financial transaction most of your clients will make. It’s imperative to your success in today’s world that you are able to communicate the value you provide as a real estate professional before, during and after the transaction. Clearly articulating the importance of your professional services, while simultaneously building and maintaining your relationships with your clients, will help you demonstrate your value, promote confidence and trust, and create lifelong advocates for your business.
Demonstrate Your Value
It’s more important than ever to differentiate the service you provide from the competition in order to demonstrate your value. I like to use Starbucks as an example. They serve coffee, a very common product, but they offer an uncommon level of sophistication and care that the consumer values enough to pay for without complaint. Learn to articulate the uncommon level of service you provide, and your clients won’t question the commission you earn.
Promote Confidence and Trust
Throughout the transaction, you should demonstrate your value by professionally serving both the transactional and the relational needs of the client. You’ll want to expertly handle all the nuts-and-bolts of the deal, as well as provide unexpected extras that will help you gain the trust of your client on an emotional level. By simultaneously serving both transactional and relational needs, you build your client’s confidence in your professional abilities and earn their trust.
Create Advocates
If you set the expectation of the level of service you provide before the transaction begins and exceed that expectation throughout the process, your value goes up exponentially in the eyes of your client, and you create an advocate for your business. A great advocate will communicate your value to the marketplace for you. They’ll tell their friends and families about the level of service you provide, how skillfully you handle transactions, and, here’s the key, how you still keep in touch. Implement a system to stay top-of-mind and remind the clients you’ve served that you’re always available to provide the same level of service to anyone they know that needs a real estate professional.
Learning to articulate our value is crucial in a world where many of our clients come to us already brimming with information. Provide them with your professional skillset paired with exceptional service, and you’ll be well on your way to creating advocates that articulate your value to their friends and family long after the transaction closes.
Brian Buffini is the Chairman and Founder of Buffini & Company.
For more information, visit www.buffiniandcompany.com.
