Speed Convenience Choice he Real Estate Professionals and companies that survive the major changes taking place in this industry are those that can quantify what they do and how they earn their money.
T
ever cleaned or painted a house for a client after a sale? Helped them move something...or something like that, an extra, that WASN’T in the listing agreement but you did it anyway? That’s “Value Added”
One method of doing this is to look at what consumers, not just real estate consumers, but all consumers are looking for today as they shop for products and services. These items can be referred to as “Consumer Demands” and when you look at what you do, how you do it, and how you market it, bring as many of these driving forces to bear as possible:
Discounts - If it is convenient enough, you will use a coupon. Lots of people look for discounts in everything they do. This doesn’t mean you should offer discounts, but you must be aware that for many this is a “driving force” so play to your strengths in your marketing Quality - Are you willing to pay more for quality? Many people are
Speed - think of fast food and 1 hour film developing. The quicker you can take care of the administrative aspects of a purchase or sale, the more valuable you are.
Service - think of Norstroms who prides itself in its service
Convenience - think of Seven Eleven stores. Also remember that people will often pay a premium for convenience. What do you do for the convenience and comfort of your clients?
Information - this is the age of information! Consumers won’t buy a toaster or a microwave without first buying a copy of Consumer’s Guide”, let alone a piece of real estate. Make it quick (speed) and convenient for your clients to access lots of (choice) information.
Choice - the more alternatives initially, the more consumers like it, but then they narrow it down. Don’t we all enjoy choice, from ice cream (31 Flavors) to Coffee (Starbucks). What can you do to give your client more alternatives.
Deliver the above at every available opportunity and your clients will not only love you, they will send you more business.
Value-added - people like to get MORE than they pay for, this is value added. Real Estate Professionals provide value added services everyday, but few take the time to re-enforce it to their clients. Have you
22 Executive Agent Magazine
Saul Klein is a principal of RealTown™, an Internet training, consulting, and publishing company. For additional information, please contact The Frog Pond Group at 800-704-FROG (3764) or email: susie@frogpondgroup.com.