Brokers should have policies in place regarding how prospective buyers are treated, whether they inquire in person, over the telephone or online. The policy should include questions of courtesy, initial information given, explanations of the firm’s policies and procedures, returning telephone calls, follow through, etc. This ensures equal treatment of all prospective clients and the utmost customer service.
Example: An African-American client arrives in the real estate office and is asked to wait in the lobby. A second client arrives and is immediately escorted to a Realtor’s® office. While it may appear the clients are not receiving equal service, the situation could be addressed by explaining to the first client, “We have several scheduled appointments this morning but if you would like to wait, one of our Realtors® should be able to meet with you.” When the second client arrives, the receptionist could say, “You’re right on time for your appointment. Your Realtor® is waiting for you in her office.”