One of the main goals of relationship marketing for brokers is to extend the commercial connection with a client to the maximum. But, if he has already bought a property, how likely is he to buy another one?
Except for those who buy for investment, traditional clients looking for a real estate broker are looking for the knowledge of their professionals to be directed to a successful and, often, definitive purchase.
So, what is the point of using relationship management techniques? Because that can generate a lot more business, of course!
In this post, we explain why this tool is necessary and present some steps for its success. Follow.
Understand the role of relationship marketing for brokers
Relationship marketing is used before, during and after a sale. Therefore, it does not serve exclusively to make a customer a loyal and recurring buyer. It also serves to increase the networks of contacts and get new leads from potential customers through them.
It is in the relationship management that the broker is able to empathize and have access to the most crucial details for the client to close his sale. It is in the creation of trust that he will be able to say the order and what are his criteria for choosing a property, such as price, location, infrastructure and services available in the neighborhood.
If a buyer comes to the broker to buy his first apartment and has an excellent follow-up, he recognizes the values of the service and the professional, for example, he can make several indications considering his positive experience.
And this is exactly where the best relationship marketing strategies are focusing. Check out!
Know your customer
Knowing the customer is the basic premise of any good service, but those with a focus on optimizing the relationship is even more important.
Therefore, understand not only the points and criteria for choosing the property that the customer wants to buy or rent, but all the elements that involve his satisfaction and decision. Find out below the main information you should get.
What is the best channel and time for contact?
Can you imagine finding the perfect apartment for the client, but calling him in the middle of an important meeting? He will probably not take the call and will be uncomfortable with the intrusion at an inappropriate time. If you answer, you will not listen carefully to anything that has been said.
The news that should make you happy will have turned into an uncomfortable moment. This is the importance of knowing what are the best times and channels to talk to your client, as it ensures that all your approaches are well received and, mainly, that the information transmitted will be correctly assimilated.
Who are the other buying influencers?
Knowing whether other people are influencing the purchase and what their priorities are is also an effective relationship strategy.
If a woman is looking for a new home for her family, it is necessary to understand how much her husband and children can modify the choice of the buyer, for example.
What are the decisive characteristics for the success of the business?
What are the needs and values that a property needs to have for customer satisfaction to be achieved. Already focusing on commercial success, knowing exactly how the buyer’s decision-making process works is crucial.
Follow up regularly
Relationship is synonymous with commitment and connection. A friendship is built naturally by the sequence of contacts, experiences and feelings of mutual affection.
In the business relationship, this connection is more superficial, but it does not mean that there can be no empathy, that is, a genuine concern for the well-being of others.
Thus, maintaining frequent contact to always be remembered by the customer is essential. This will ensure that he sees that the broker wants to help him.
But beware: exaggeration can seem like insistence and meddling. In order not to make a mistake, establish a process for monitoring clients at different times considering different means of contact. Check out some tips.
Make weekly contacts by alternating calls, emails and WhatsApp messages, always focusing on customer information and interests.
Make contacts whenever necessary to guide the client on the progress of the process, what procedures you need to carry out, new information on financing, etc.
After handing over the keys, make contact inquiring about how the move was, whether you need the indication of services in the neighborhood, among others. After 30 days, send a gift celebrating the date.
After a few months, make a new call or e-mail, asking about satisfaction and inviting the customer to connect to social networks and leave a testimonial about the process.
Strengthen your authority on the subject
Another very important point for relationship marketing is to strengthen your authority over the real estate market. Having good connections with other brokers, brokers and notary public employees and mastering information about the financing process can be crucial in this management.
If a realtor informs the buyer that in his first apartment he has discounts on notary expenses, for example, he demonstrates knowledge of the market and also contributes to making the acquisition of the buyer even more advantageous.
The experience of selling, buying or renting a property with someone who transmits security and good connections is much more relevant and makes referrals to other people natural.
Use your social networks strategically
Social networks are great channels to strengthen this authority that has been mentioned, as well as to:
- participate in forums and interest groups that can generate new contacts and potential customers;
- share interesting content that can make it easier for customers to sell in the future;
- be a channel for maintaining frequent contact with customers or for the dissemination of positive feedbacks and reports to attract new business.
A final point that should be part of the relationship marketing strategy for brokers is that all commercial actions must focus on the client’s success.
In other words, creating a strong relationship, looking for better real estate options or any other professional action should, as a priority, satisfy the interests and needs of the clients, and subsequently, the sales results.
Do you agree with this position and would you like to discuss these strategies with your co-workers? So, share this content right now on your social networks.