CONCIERGE CARE

Concierge Care: Services that Lure 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.

BILL BRANNEN

BILL BRANNEN

Bill Brannen’s familiarity with the real estate business gives him a distinct wisdom when it comes to buying and selling homes. His dad has been a successful real estate broker for almost 50 years, encompassing most of Bill’s life. Bill watched his dad’s transactions unfold as a teenager, and when his time came, he quickly started a career of his own in real estate in Atlanta and surrounding Northwest Georgia. It came second nature to him. He’s been in the Atlanta area since 1971 and has seen the dips and recoveries in the real estate market play out through the eyes of a broker’s son and as an agent himself.

Because of his deep knowledge of how real estate functions, Bill is able to provide profound insight to his clients. Not only is he experienced; Bill is also an investor himself, and very tuned in to current market trends. “I put my money where my mouth is. If I tell you it’s a good deal, it’s because I would buy it,” Bill laughs. Bill knows how big of a deal these transactions are, too, and aims to give his best advice. “I do the best I can to be as honest as I can, considering this is the biggest financial transaction most people will make in their entire lives.” Bill is candid with his observations. He values giving his clients an honest perspective of where they are, where current market trends are, and what they need to do to achieve their goals. This strategy of being up front and straightforward with his information has earned Bill the trust of his community: he does 80% of his business through referrals and repeat clients.

Above all, Bill loves providing a low-stress experience for the first-time homebuyer. He is keenly aware of the hurdles all people face when purchasing a home for the first time, and he knows it can be overwhelming. But when the going gets tough, Bill wants his to clients to trust him. He stresses mental preparation and advises his clients of the trials they will face before they happen. “I tell people all the time, it’s like a roller coaster,” Bill says with warmth. “Keep your arms and legs inside the car at all times. There’s going to be some jerking and hard turns, but I will get you to the station and you will glide to a nice, smooth stop.” Bill seriously enjoys taking care of people and keeping them on the right track. He relishes in every part of his job. “We wear a lot of hats in these transactions,” Bill admits. “We’re financial counselors, marriage counselors, psychiatrists. We do a lot.” He doesn’t mind, though. He employs a wholistic approach, checks all the boxes, and when the time comes, he gets his clients where they need to be to make the right choice, no matter what it takes.

In his free time, Bill plays in a rock band called 120 East. Besides weddings and corporate events, they have played in a movie project for Clint Eastwood and a Netflix project with Dolly Parton. Bill and his wife Diane love to travel just for the fun of “seeing new things”. He considers himself blessed to have been able to travel to the Dominican Republic, where he’s built houses in underprivileged communities with church friends. Bill plans to continue to pursue his real estate career for as long as he is able, and get people through the good times and the hard times of their real estate experiences!

For more information about Bill Brannen call (678) 488-1030, email billbrannen@gmail.com or check out his team Maximum One Realty at maximumonerealtors.com.