Clients and Transform Your Reputation

It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

Make your communications matter

For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con- sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle

Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle. First, think about a client’s everyday experience. Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area? Where might your client swing by for coffee? Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert. Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients

As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call. Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback

While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients. Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

From a young age, REALTOR® Uzma Mushtaq was encouraged by her father to pursue real estate. An entrepreneur, he saw in her the drive, work ethic, creativity and outgoing personality that are essential to being a great real estate agent. However, this was not the path Uzma took at first, choosing instead to specialize in marketing and sales. It was during the pandemic that Uzma finally began to take real estate seriously. From the moment she started, she has loved every minute of it. “I had no idea that work could be this fun,” she says. “It made me finally see that my dad had been right all along.”

Today, Uzma works with home buyers, sellers, and renters in the Chicagoland area. Working on a team of 13 women who share her passion and hunger for success, Uzma is in the process of shifting her focus from the downtown area to the Western suburbs of Chicago where she and her family reside. As a Chicago native, Uzma grew up in the city, so she knows the ins and outs of every neighborhood. Now, she is enjoying getting to know some highly acclaimed suburbs like Naperville and relates to clients who move out of the city to relocate for work and raise their families.

Uzma’s authentic nature shines through every one of her relationships and as a result, around 50-60% of her business comes from referrals. “I’m here to help my clients with their search for the perfect home and connect with them on a human level,” she explains. “It’s as simple as asking them what they are looking for and really listening.” After their closing, Uzma follows up and lets clients know that their relationship isn’t over. Not only does she keep in touch, but her presence can always be felt on her social media pages, where she actively posts listings as well as useful information about the market.

When she’s not working, Uzma is involved with her local mosques and religious community. Additionally, she volunteers at her children’s schools and lends a hand to various charitable organizations. “I am on the event planning side of volunteering, so I enjoy hosting events, finding vendors to collaborate with and getting creative with programming,” she says. Spending time with her kids is one of her favorite things to do and they frequently explore the city and attend fun neighborhood festivals together.

To set some milestones for her business, Uzma has the goal of doubling her sales this year. More than the numbers, though, she is excited to continue to help her clients and have fun doing what she loves. “Even my kids see how happy I am and as a result, they want to be REALTOR®s when they grow up,” she says. “I honestly can’t imagine doing anything else.”