Do You Know What Your Customers Want?

Recently Lori Giovannoni and I were hired to develop a program designed to assist real estate professionals in growing their business. Our meeting planner, Dan Lawson of Lawson & Associates Mortgage Planners, was very clear on the fact that he wanted to provide valuable information that would make a difference to his clients and potential clients.

Based on the needs of Mr. Lawson, we presented to a group of 250 individuals in the South Bay Area of California at a conference hosted by Lawson & Associates Mortgage Planners. In addition to our training presentations, we developed industry specific multi media programs addressing areas of marketing and promotions and presentation, communications and selling skills. Prior to the development of the presentation and the multimedia programs, we conducted market research with consumers to learn more about what is important to them in a home purchase/sale transaction.

It is our business practice to conduct market research prior to developing a customized program for our clients. This allows us to fully understand the needs of those we will be addressing, whether in the spoken word or written word. Although there will always be distinctions based on an industry, there will also be commonalities based on human nature. It never ceases to amaze me how often the commonalities are overlooked.

As you read the information that follows, allow yourself to see the parallels of how this may apply to your particular industry, product and/or service. Although it is specific to the real estate industry, the question you may want to ask yourself is, “Is this something that applies to my market?”

WHAT THE BUYER/SELLER WANTS
The market survey was conducted with a cross section of buyers and sellers throughout the United States. The primary areas of need with a buyer and seller are honesty by an agent or broker, communication, and the ability to listen to what the buyer or seller wants and needs. It is a simple and commonsense approach to doing business and creating customer loyalty.

HONESTY
Regarding honesty, most respondents indicated they would rather be told what is and isn’t going to work in the transaction rather than being led on with inflated truths so that an agent can make a sell. Give your customers information that is relevant to their purchase or sale in order that they can make the best decision possible. Avoid telling them the house can sell for more than it is worth just because you want the listing. If you are not upfront from the beginning the deeper you go into a transaction, the more difficult things become. Emotions are more on edge for buyers and sellers.

Get the tough details out of the way as soon as possible. You will be glad you did.

COMMUNICATION
Find out from your customer how they like information communicated to them. Some will prefer you talk face-to-face, some the phone, others like email, while still others enjoy faxes. Determine with your client what is reasonable regarding how frequently you contact them. The more you understand their communication needs the better off you will be.

LISTEN
This seems to be a lost art for many people. Take time to really listen to what people are saying. Listen beyond the words. The process of buying and selling real estate is one that is very emotionally charged. Your customer may be saying something that is completely different from what they mean. Use active listening skills to hear what they are saying.

Again, these are commonsense approaches to doing business. And yet, how often is something that is commonsense eliminated from a transaction?

To learn more about the multi media program, Earn More Than Ever Before – Success Strategies for Today’s Real Estate Professional or to have a customized program developed for your clients you may reach me at kathleen@turningpointpresents.com or 801.619.1514

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