One of my readers asked the question "How do you build loyalty with your customers or potential customers?"
Interesting question.
I don't. I don't want anyone's "loyalty." Oh, sure I'll take it, but to me, the word "loyalty" is on the same playing field as "obligation" which as I've said before is a Dirty Word When You SOI. I don't want anyone to feel obligated to be loyal to me!
I want to earn my business, and keep earning it. I want my customers to use me, hire me and refer me... then use me, hire me and refer me again... and again... not because they're "loyal," but because they know I'm good at my job, they like me and they know I care deeply about their real estate transaction.
So, how do I make sure they know this?
By being a darn good real estate agent (which means I know my market, my systems and my contracts, among other things), by staying in touch with the people I know... and by never pestering them about being loyal!
Good post Jennifer. I agree. Loyalty is a gift. I find that people are loyal to good service not matter what the cost. 8-}
I think they are one in the same. Your good works makes them think of you first as an expert. I guess one word, loyalty could be used to describe that process.
What really gets me are the agents who believe their are entitled to their SOI's loyalty just because they sent them a calendar last year... or because they went to college together!
I figure when anyone is "disloyal" to me, either it's my own damn fault (for not staying in touch) OR they had a darn good reason, which I have to respect. I really doubt anyone is "disloyal" out of spite or vindictiveness; they simply made the right decision for their own situation... just like WE do every day when we select a mortgage broker, an inspector or a manicurist!
Hmm, I think I may disagree with you just a bit (record-needle scratch - everyone stares). I believe that if I do a good job for someone, I deserve their loyalty. And I'm very honest with myself when I don't do a good job for someone - my expectations for myself are way higher than anyone else's could be. Specifically, I'm thinking of listings that are launguishing on the market - if I'm busting my *** to get the thing sold - investing time, money, energy, I expect the Seller to stick with me and not dump me for some random person that promises them the moon. Also, if I'm working with a Buyer and actively pursuing homes, I expect them to give me a chance to call the FSBO first (and I'll step out if they won't pay a commission) or not to buy a home at an open house w/ another realtor.
This may have a good paradigm shift in that often the two are mistaken. It gives me something to think about and may a great way to get better results from Th SOI.
Bonner
Jennifer, this is a FANTASTIC post and 100% right on the mark.
Roberta - These things happen. I'll bet that the reason she hired someone else has nothing to do with you personally except that you weren't in touch with her as much as you needed to be to get her business. Remember the four things your SOI needs to refer to you:
1. To know that you are a reasonably competent human being
2. To know (or remember) that you sell real estate for a living
3. To be able to easily find your phone number
4. To have heard from you recently - and the more personal the contact, the better
I always always always blame myself when someone who "should" have hired me doesn't. Maybe there's nothing I could have done, but I don't think it's usually appropriate to "blame" the other person for a lack of loyalty.
Lorie - great observation! I like that concept.
David - Thank you!
Loreena - so true. the nice(?) part is that it's really not all that hard to stand out among the crowd and I KNOW that you stand WAY out!
Kim - wow - what a great "script"! I say sort of the same thing - using the analogy of a marriage license.
Bonner - great! keep me posted.
Jean - I like the way you put that - "it makes sense to refer you" BINGO!
Susan - yep! I had a buyer client ditch me once because they found a FSBO who wouldn't pay a co-op. The house was exactly what they were looking for and they bought it without me. I was mildly annoyed, but I understood. I MIGHT have done the same thing (and I know they felt bad about it which was almost enough for me!)
Patricia, I agree 100%%%!!!
Kelly - another great quote - "we must earn what we want every day!"
Heather - how dare you???? LOL. Nah, I see your point and I'm glad you pointed it out. I think we can reasonably expect our clients to stick with us when we're doing our best, but I think it's important to realize that they will (and should) make the right decision for themselves before worrying about us. It's an imperfect world that way!
But here's a question for you... what if you're busting your butt on a listing that isn't selling and another agent comes in and instead of promising the moon... convinces the seller they're way overpriced... (which you couldn't convince them of)? Do they still owe you loyalty or should they go with the other agent who had the cohones to tell them what's what? (not directing this at you, Heather, just a general question!)
You know, thinking about this further, once someone has lost faith in me, the "relationship" is pretty much dead, isn't it? I've been "fired" once, and I couldn't sign the release fast enough. I guess loyalty to me is trusting in me and working with me as a team. I would never want someone thinking I'm doing a crappy job and sticking with me anyway. But, I don't consider that loyalty - I consider it obligation.
Loyalty to me is not falling for fast talking salesman, family members who think I should do XYZ or price the home $X, not buying a home w/ the open house realtor because they tell you they can "make the deal work."
I think loyalty is relative. It depends on the person and the circumstances. Loyalty is a commitment not an obligation.