Staying in touch with your database

As it costs significantly more to acquire new clients than it does to retain them, most successful businesses understand the importance of maintaining customer relationships.  As the owner and/or manager of a real estate franchise, it is therefore essential for you to remain in contact with your clients, both past and present, so that when the time comes for them to engage in a property transaction and an agent is needed, your business is front of mind.  

For such communication to be effective, there are a few important considerations that real estate organisations should note. 

Use client information to keep messages relevant
Put simply, people will pay attention to information that is relevant to them personally.  It is here that the information gathering process becomes important – this begins from the first moment a potential client walks into your real estate office.  The more data you can gather about your clients, the better positioned you will be to send them targeted, helpful communiqué that appeals to them.  This could include information as detailed as their level of income and property preferences, down to the basics such as gender and age.

Keep it simple 
Given the vast amount of information that people receive these days, whether it be via email, social media websites or even just in the good old-fashioned post, your message must be clear, simple and to the point for it to be processed.  Avoid text heavy emails and documents as at first glance they could fall into the ‘too hard basket’ for your busy customers.  Use dot points, reasonable line spacing and bright colours.  If there is a shorter way to get a point across then this may be the best way to go. 

Use the priority email setting only when necessary
In somewhat of a modern day ‘the boy who cried wolf’ scenario, people are commonly frustrated when they receive emails that have been unnecessarily marked as high priority.  When you do have an important alert for a client, such as a recently listed property that is suited to their needs, then by all means mark it with that red flag.  The use of this setting only when absolutely necessary will help to ensure your important messages are noticed.  However if used in a profligate way you may find that key messages come to be ignored.  

Send messages consistently
Try not to send out mass email alerts whenever something comes to your attention.  If you can organise your information and send out a regular (e.g. weekly, fortnightly) distribution at the same time on the same day, people usually come to expect it and even look forward to it. 

It is important to maintain regular communication with your clients if you want to improve your chances of retaining them.  However, it is also crucial that this information is relevant, otherwise it can be annoying or ignored and deleted immediately.  By following a few simple guidelines, you can ensure that your communication is effective, with your clients appreciating the contact and your real estate franchise benefiting as a result. 

Posted by George Tarbey on 10/10/2011 at 9:18 AM | Categories:

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