Creating lifetime customers in real estate

“Get creative and think about opportunities that will arise after closing,” said Tra Williams, a motivational speaker and author, on how Realtors® can create lifelong customers.

“Of course, it’s great to use a camera and check out the drain lines at your expense or have an arborist examine older trees on the property. But why not partner with a local company to provide them with discounts on lawn equipment, maid services, painters, carpenters or even furniture stores? Be a resource and add value outside the transaction,” added Williams.

Williams said Realtors® can keep customers for life by always being present. “Technology has undermined the importance of quality face time. Customers are not impressed by your automated summary emails each week or your fancy showing apps. They are paying you for your expertise and insight. Technology that optimizes the process is just a by-product, it is not why they hired you. Be present and remember that selling or buying a house is stressful and emotional. Don’t allow yourself to become numb to the gravity of it all. Your client may only do this two or three times in their lives. Respect that and you’ll have customer for life.”

Williams said Realtors® need to find out what is most important to the seller, determining whether it is time or price. “Whichever it is, build your marketing strategy around their priorities. This will set the right expectations with the client at the outset. Meeting or exceeding the client’s expectations is easier if there is a clear strategy. Also, ‘as quickly as possible for the highest possible price’ is not a strategy,” added Williams.

Adding that customers are people and not just transactions, Williams emphasized you have to be a resource for your customers, “and not just within the framework of your industry.”

“Everyone who buys a house will inevitably begin a search for other suppliers, such as landscapers, pool maintenance, HVAC work, etc. If it pertains to homeownership, it pertains to you as a Realtor®. The Realtor® who provides value for me before and after the transaction is the Realtor® I will always use and recommend to my friends.”