Proactive Communication: The Key to Exceptional Customer Service in Estate Agency

The essence of customer service in the realm of estate agency is encapsulated perfectly by the phrase: "The definition of customer service is phoning them before they phone you." This principle should guide every interaction you have with homeowners and potential buyers. In the competitive market of property sales, being proactive in communication is not just a courtesy but a necessity. It’s about maintaining control and demonstrating your commitment to helping clients achieve their property goals.

The practice of staying ahead in communications ensures that you remain at the forefront of your clients' minds. When a homeowner tells you they’ll contact you after their holiday or once they've found a property to buy, it’s your responsibility to remember that and follow up. Mark the date of their return in your diary or CRM system and make that call. Ask about their holiday, engage them in conversation, and gently steer the discussion back to their property plans. This proactive approach keeps you in control and demonstrates your dedication to their needs without coming across as pushy.

Dealing with the public means you’ll encounter a variety of communication styles. Some clients are prompt and reliable, while others may be less responsive. However, it’s crucial to make it as easy as possible for them to stay in touch with you. Regular, thoughtful follow-ups can bridge this gap, showing clients that you are keen to assist and making it easy for them to keep you in mind.

A structured follow-up system is essential for any market appraisal that doesn’t immediately convert into an instruction. Depending on the client, this could range from frequent updates to periodic check-ins. The key is to ensure the line of communication remains open. Leveraging your CRM system to track these interactions can simplify this process significantly. If you’re ever unsure about the timing of your next call, err on the side of caution and contact them sooner rather than later. It's always better to be a little early than too late.

Maintaining a list of potential instructions is a valuable exercise. Whether you prefer a CRM system, a spreadsheet, or a whiteboard, having a visual representation of these opportunities can be incredibly helpful. On one side, list all potential properties. Next to each, note what is currently preventing them from coming onto the market. Finally, in another column, outline the steps you can take to expedite their decision.

For instance, if a homeowner at 123 New Road is delaying their listing because they need to find a new home first, consider how you can assist them. This might include targeted leaflet drops, social media campaigns, VIP letters, or contacting owners of withdrawn properties. Tailoring your approach to each unique situation not only helps bring the property to market faster but also positions you as an invaluable resource to the homeowner.

Another example could be a situation at 456 Old Road, where only one of the owners attended the initial appointment. Sending a follow-up video to the absent owner, summarising the discussion and your proposed marketing strategy, can bridge the gap and keep the conversation moving forward.

The final step in this exercise is to take action. Implement the strategies you've listed to overcome the barriers holding back each property from being listed. When you carry out these tasks, let the homeowners know about your efforts. Whether it's trudging through rain for a leaflet drop or crafting a targeted social media post, communicate your dedication. This not only reinforces your commitment but also boosts your reputation as a diligent and proactive estate agent.

In essence, the proactive approach to customer service in estate agency is about more than just staying in touch. It’s about actively engaging with clients, anticipating their needs, and consistently demonstrating your commitment to their property goals. By following this principle, you not only enhance your chances of securing more instructions but also build a reputation as a dedicated, client-focused estate agent.