For all the talk about how to get clients in real estate, there’s little conversation about how to keep them for life.
The stats speak for themselves: About 90 percent of clients say they’d happily use the same agent again just after they close on their new home. But sadly, only about 10 percent actually do, according to statistics from the National Association of Realtors.
Maybe that’s because buyers (who will be sellers when they move) aren’t in love with the process of buying a home. For most Americans, who move every seven years, buying a home is confusing and difficult.
It’s true that a lot of things that happen in the closing process are out of the agent’s control — but they still color the entire experience.
Not only do buyers have to get a loan (a process fraught with anxiety under most circumstances) but they have to deal with the process of closing on a home.
Deliver2014 • Free Eight11 & Amitree Event • Tank 18, San Francisco • May 6, 2014 • 7-9:30 p.m. • Register NOW
That can include mundane things like changing addresses and locks to ordering home insurance or digging up old paystubs. Whatever the task at hand, it can feel like a long, tedious and obtuse process (even if it all happens in less than 30 days).
In an era where you can pretty much do almost anything electronically, clients are still printing out copies, faxing things to various parties, and manually arranging most aspects of their home purchase.
All of that makes it hard for even the savviest agent to ensure customer satisfaction throughout the home buying process.
What’s more, some 90 percent of agents never contact buyers again after the close. So is it any wonder that when those buyers decide to sell they call someone else?
So what can brokers and agents do about it?
A Deep Dive into Customer Satisfaction
That’s the subject of Eight11’s very first event series, which is co-sponsored by Amitree (the makers of Closing Time).
My goal is to engender honest conversation about how we can bake-in amazing customer satisfaction into the entire real estate transaction.
Given that some 40 percent of agents’ business comes from repeat and referral clients, this is a mission-critical conversation. And that’s why I agreed to put together this free event for the real estate community with Amitree.
We’re going to talk theory, strategy and practice, and learn from each other. Although I’m certain some will mention various products in the discussion, we will not focus on any real estate brand or product (and, in fact, pitches will merit expulsion from the event).
The format of the event is simple. It’s a 60-minute panel discussion with influential local brokers and agents, followed by discussion. There will be plenty of wine and snacks to ensure no one is hungry or thirsty.
Our first event is in San Francisco on May 6 from 7-9:30 p.m., and features Bob Dadurka, broker, Paragon Real Estate; Eric Boyenga, agent, Intero Real Estate; Matthew Borland, managing partner, Zephyr Real Estate; and Jonathan Aizen, CEO and co-founder, Amitree. I’ll moderate the discussion.
I hope to see you there!