What matters most to potential homebuyers and sellers is constantly evolving. From the anticipation of a new purchase to perceived market and selling limitations, managing consumer expectations is critical.
While face-to-face relationships will never fall out of vogue within the real estate community, positively impacting online perception is equally important.
Social media offers brokerages and real estate professionals an opportunity to keep up with and meet consumer needs in real-time.
It also allows for a hands-on approach, offering buyers and sellers the guidance needed to make an informed decision.
Social media grants businesses a way to connect with consumers in a way never-before available. However, with that comes new challenges.
Social media demands a profound understanding of today’s consumer along with an effective way to listen, respond and interact.
In order to positively impact consumer perception and begin to build customer loyalty, it’s crucial that social media be used in a strategic manner.
Below are three ways you can begin to build lasting relationships and offer a high level of customer service through the power of social media!
Creating Real Estate Customer Loyalty
1. Set Proper Expectations
To set proper expectations, you must first understand the needs of your potential client.
Use social media to listen, assess and then respond.
Ask questions that allow you to get into the head of your buyer or seller. Open-ended questions can be extremely valuable, as they tend to reveal the motivation behind a decision.
Open-ended questions bypass a simple yes or no response. Think of a conversation with your teenager. Are they more apt to offer a detailed answer to:
- Did you have a good day? or
- What was the best part of your day?
The latter gives them the chance to stop, think, and respond with details about how their day went and what they enjoyed most about it.
Do the same for your buyers and sellers by asking questions begging for a thorough reply. From Twitter to Facebook, using social media to dig deep into the what and why behind your clients decisions will allow you to provide a much higher level of customer service.
2. Listen and Respond to Their Needs
In the social media space, just as in any face-to-face relationship, it’s not enough to simply ask a question and not offer a response.
It’s imperative that you listen with an empathetic ear and provide solutions and resources that overcome any concerns or challenges.
Asking open-ended questions will lead you into deeper, more meaningful conversations. Begin to create a list of questions that let you take a deeper dive into the “WHY” of your potential buyer or seller.
- What’s your motivation behind this move/sale?
- What is your biggest concern as you embark on this process?
- How would finding your “perfect” home positively impact your life?
Not only do these questions provide an opportunity to get to know their needs, but it’s also a perfect time to vet the relationship. Because let’s face it, not every buyer and seller is the right fit for you and your business.
It’s best to know this up front, rather than down the road when customer expectation has been shattered and a relationship has been pushed beyond repair.
3. Clearly Express Your Value
Once you have a clear picture of the clients needs, it’s time to solidify the relationship. Be ready to share what differentiates you from the competition as well as details that make up a successful transaction.
From status updates to tweets, give your fans and followers a glimpse into what makes you special. Include particulars about your process and what makes your work ethic incomparable.
A few ideas to share:
- Your unique skills and characteristics
- How you will communicate and how that elevates the level of customer service
- How often customers will hear from you (daily, weekly)
- How your systems positively impact the buying/selling process
- Loyalty expectations and what you will provide in return for their commitment to you and your services
- How important trust is in a relationship
Prospects are excited to learn more about you and eager to understand your process. Let them gain insight crucial to making a decision that promotes honesty, integrity and one that is well-aligned with expectations.
At the end of the day, buyers and sellers want to know that you are reliable and enthusiastic about looking after their best interests.
Use social media to allay any concerns and encourage long-term relationships that keep them coming back from one purchase or sale to the next.