Blink and They’re Gone: Why Today’s Customers are Leaving You for Competitors & How to Win Them Back
David Arvin, an expert in the customer experience, shares with agents the thing they are most likely missing.
Haven’t we all had the experience of going to a store, looking up the item online and finding it for a cheaper price? Arvin talks about going to a “big box store” and looking for a camera, then he searched and found the same camera cheaper online. He then reminds people that many businesses are vying to do the same job like a sprinkler repair. Who gets the business? The first to answer their phone. Times are changing. Consumers want convenience and they want to be provided with a great experience. In a virtual world, information is at everyone’s fingertips and almost everything comes with reviews or ratings.
How are your customers reaching you?
“Your biggest source of lost revenue is the client you never knew about. They hung up before you answered. They came to your website and clicked away. They didn’t buy anything. The worst part is you have no idea who those people were or how many of them there were,” said Arvin.
How can you “hook, line, and sinker” the clients you’ve almost had?
“Your industry is not under assault,” but what is the fix? What are your customer expectations? Real estate is a 24/7 business. Customers can reach out to Arvin’s company with needs at any time of day or night. When someone comes to your website, are they approached by a representative? Is your phone number easy to access? When someone calls, does it go to voicemail, or do they get an immediate response?
Arvin brings up the example of car shopping, consumers know every detail about the car before showing up to buy it. They’ve done their research. How about going to the doctor with a diagnosis from Web MD? You just need the doctor to give the prescription, right? Real estate is no different. With an online MLS and Zillow, buyers know about the properties available in their area, maybe before they even contact a realtor. They just need someone to show them the house.
In closing, Arvin urges realtors to “fix everything that isn’t great.” Ask yourself, who are your customers and what are their expectations? Follow up after a sale and ask for feedback and criticism. Look at the experience through the client’s eye and perfect your process. Make the information your clients need quickly accessible.
Is it easier for them to reach your competition? Are your clients getting your best response?
