No matter what technology you incorporate into your real estate practice, one thing is for sure: It's all about people. Technology doesn't replace the human touch — it gives you more time and opportunities to make the connections that are so important to your success.

At Delta Media Group, we're going into the new year with a commitment to put people first.

Now is the perfect time for brokers and real estate agents to think about the best ways to place customers at the center of their practice. The idea of the "customer-obsessed" business has become a cliché in recent years, but nowhere is it more relevant than real estate.

Why Customer Experience Matters for Real Estate More than Virtually Any Other Industry

In today's modern market, there are no industries out there where customers simply don't matter. But the world of real estate is very different from the norm. Real estate professionals rely on achieving a level of customer experience excellence above and beyond other sectors of the economy.

Customer experience encompasses every interaction a person has with a brand, no matter big or small. Each one of those interactions will influence the customer's brand sentiment, adding up to a picture of what they think of you and what you can do.

It doesn't matter how you market yourself or sell your services if those brand messages are out of harmony with what a customer has directly experienced with you. In real estate, this effect becomes more pronounced because it affects your entire future.

Most people will be in the real estate market only every 5-8 years. Customer experience is the defining factor that determines whether they will come back to you, enhancing their lifetime value. Even more crucial, it can mean the difference in hundreds of thousands of dollars in potential referral business.

As real estate businesses mature, it is important to go from "chasing leads" to earning referrals. A healthy real estate business will have a strong mix of referral clients and new leads attracted to their digital properties through inbound marketing. There'll be very little "chasing" involved!

By putting people at the center of your business, you make it far more likely that they will stick with you over the dozens of competitors they might otherwise choose. Making a good impression on someone can transform your bottom line, even if you never work directly with that person again.

If you are part of a team, being people-centric has other aspects you should be aware of.

It means giving those around you the resources and opportunities to thrive. Paradoxically, it also means recognizing that people have limits, individual weaknesses, and significant priorities outside of work — and showing some grace to the whole, human person you work with. This is essential to stave off burnout as we enter the third year of a global pandemic!

The Biggest Ways to Put People First in 2022

• Cultivate Empathy
  Empathy is the ability to put ourselves in others' shoes. While it comes to some people naturally, it can also be developed over time. Real estate pros show empathy when they maintain a genuine interest in their clients, those clients' needs, and the best way to realize their goals in a transaction.
  
  
• Have a Unique Plan for Each Client
  Once you've asked open-ended questions and put clients at ease, it's critical to take action on all of that information. That means having a unique plan for each person, focusing on their budget, location, and amenities. Never take a "one size fits all" approach with any client, even if you have a narrow niche.
  
  
• Communicate Progress
  No matter whether your client is buying or selling, communication is the key to gaining and maintaining their trust. Be sure to clarify with clients what is happening now and what the next steps will be. Should any roadblocks develop, be candid and take an action-based approach that helps them feel in control.
  
  
• Believe in Continuous Improvement
  In real estate, there is always something new to learn. Every client provides a fresh opportunity to discover more about the human condition. Once closing day arrives, it's a wise idea to look back on your customer interactions to find room for improvement – and don't forget to ask for feedback!
  
  
• Cut Busywork Out of the Equation
  Most real estate agents are energized by spending time with people. They don't want to lose more hours than necessary behind a desk perfecting social media posts or emails. With the right software, you'll greatly reduce the time you spend on marketing collateral while still getting great results.

Real estate technology makes it easier to bring your whole self to the work you do. To learn more about upgrading your business with real estate marketing automation, just contact us at Delta Media Group.