To run a successful business, you need to nail three crucial aspects. These are – the product, its mode of delivery and the customer service involved.
When it comes to being a real estate agency in the UAE, your ‘product’ and ‘mode of delivery’ are the same as every other agent in the country, with the sales process not differing from agent to agent.
Hence, the best way to set yourself apart is with good customer service. In this session of Bayut Academy, we delve into the definition of ‘good’ customer service and ways you can impress your real estate clients in the UAE.
Defining Customer Service
In the words of Ron Kaufman, customer service is defined as the act of taking action to provide value for someone else.
This involves being attentive to your clients’ needs and proactively taking action to ensure their needs are met. In order to make sure you provide value, it is essential that you understand your clients’ needs.
The Six Levels of Customer Service
Ron Kaufman has classified customer service into six levels. Let’s take a look at what each level looks like. Take a moment to identify where your level of customer service as a real estate agent stands and the ways you can go up a level.
Criminal Service: This is the lowest level of customer service, indicating that the customer’s basic requirements were not met. It usually involves the customer being frustrated and angry, ending with them filing a complaint or posting about their experience on social media. These customers will never work with this organisation or use the service again
Basic Service: Here, the client receives the bare minimum of what is expected from the business. At this level, the client is still disappointed with the service received but not angry enough to complain about it.
This client will likely not post about their dissatisfaction on social media and would not recommend the business to their friends.
Expected Service: At this level, the business provides an average level of service and meets the customers’ expectations. This is the standard level of service expected in any industry and may not seem to stand apart to the client.
Desired Service: Customers usually expect to receive a standard of customer service above the norm, which comes under the desired level of service. The client is served in a way that they prefer and involves getting to know them on a personal level.
Surprising Service: This level of customer service exceeds the expectations of your client. This could be as simple as having an ice-chest of cold water in your car when driving your client to property viewings or offering last sold transaction data from Profolio™.
Unbelievable Service – This is the highest level of service achievable. Clients are offered an unforgettable experience with incredible customer service. A business at this level offers customer service that goes beyond their needs, owing to a thorough understanding of their wants. In the long run, this leads to generating more referrals.
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One of the best ways to offer unbelievable service is to think about what you can provide your client right from the moment they get in touch with you. This is key to creating a great impression in their minds.
The “GAME” Framework
‘‘GAME” is a four-step framework that can help you ensure you exceed your customer’s expectations.
Greet
The first impression your client has acts as a deciding factor in whether they would want to do business with you. As an agent, your greeting needs to convince your clients that you are a professional and are approachable.
Try to always use the client’s name and be respectful while you talk to them.
A good first greeting sounds like this: “Hello this Sarah with XYZ agency, how may I help you?”
Affirm
Affirm that you understand what the client is looking for.
“So, you are looking for a 2 bedroom in the Greens, close to the community centre and require a balcony, is that correct?”
Meet
Once you understand what customers want, make sure you meet their expectations. The best way to do this is with open and honest communication.
Exceed
Exceeding expectations is what creates great customer service. Some ways you can do this is by working with other brokers to help your client find the ideal property, buying a housewarming gift or helping with mortgage providers.
These actions can go a long way to help you build trust with your client and gain referrals, even if the sale does not go through. A client who receives a high level of customer service would be happy to recommend you to their family and friends.
Find out how you can take your customer service skills to the next level by joining us for an interactive workshop at Bayut Academy, where we delve deep into each topic for realtors. You can also explore a multitude of resources for agents in our Content Corner.