Before a consumer decides to purchase a home (whether first time buyer, move up buyer, etc) how many times has he or she purchased products via Amazon, Zappos, iTunes, or visited Target or an Apple Store? Hundreds of times. Thousands of times. And in some cases likely tens of thousands of times. Think of the experience these entities deliver, the baseline expectations their consumers bring to the door when they begin their real estate experience.
What are these core baseline expectations? First, consumers expect integration between mobile, web, and social channels. Second, consumers expect stellar and insightful customer service. Third, consumers expect seamless integration between one and two above.
The ability to manage one’s own experience with the brands mentioned above–whether searching for products, skimming product reviews, downloading products, using an immersive mobile shopping experience within a store environment–is a key driver of their ability to consistently delight their customers. Additionally, if a customer service issue arises, these brands’ customers expect insight and knowledge about their interactions with these brands. For example, if I as a consumer reach out to the customer service department of one of these brands I understand I will have to provide some baseline validation as to my identity and explain my customer service issue, but I also do not want to explain my entire history with these brands. The customer service representative has my history at his or her fingertips which gives that representative an opportunity to engage me at a higher level, more efficient level, and more satisfying level. The brands mentioned above consistently deliver on these expectations, which is seen in their stock prices, their loyal customer bases, and general goodwill.
Real estate brands should study how these brands deliver on customer expectations. Additionally, real estate brands should strive to create support structures, systems, and training programs that give their sales associates the best opportunities to delight their clients, the best opportunities to deliver an exceedingly excellent experience. In essence, deliver an Amazon-like, Zappos-like, Target-like, and Apple-like experience. It’s this service delivery differential that drives personal referrals, client loyalty, and goodwill.
Photo credit: Patricia Turo