In the “Age of the Customer,” any business looking to survive puts their client at the center of their operation. Today, it’s the consumer, not businesses, who are driving business decisions, which means that it’s vital for real estate agents to understand their clients on a deeper level in order to make the sale.
Don’t assume you know what your real estate clients want
Anticipating what your clients want, before they do is more important now than ever before due to the speed at which clients can conduct online research and receive referrals with just one simple social media post. Buying or selling isn’t just about profit, function and timelines – it’s connected to strong social and emotional factors that influence every client you serve. The most successful real estate agents don’t assume that they know their client’s needs, they spend the time to understand the world through their client’s perspective.
In the business of moving lives from one location to another, agents need to keep up with new behaviors that are emerging in the marketplace. Below are five types of real estate clients, and tips for agents to build an effective relationship with each one.
The “forever” home buyer
Fast fact: Views their home as the foundation of their life.
Attitudes: Knowledgeable and specific about what their “must haves” are, like location.
Looking for: A memorable experience while buying their home.
Agent tip: It’s all about the relationship with this type of client. Use your CRM to build a rich contact profile and keep track of important information like family members and birthdays.
The urban dweller
Fast fact: Places a high importance on neighborhood activities, entertainment and walkability.
Attitudes: A clear focus on lifestyle, social trends and community.
Looking for: The complete neighborhood experience – not just an open house walk through.
Agent tip: Share your knowledge about urban market trends, hot neighborhood topics and community features using an automated monthly email newsletter that you can customize to your client’s needs.
The quick seller
Fast fact: Wants a fair price but is driven by other influences to make the sale.
Attitudes: Straight to the point, efficient use of time, focused on taking the next step.
Looking for: Low cost tips for improving the speed of the sale, like good photography and enhanced curb appeal.
Agent tip: Use a CRM, like IXACT Contact, that comes with a closing Activity Plan that will help you stay organized and move quickly with your real estate client through the closing process.
Fast fact: This buyer means business and is often looking to be in control.
Attitudes: Down to business. Expects quick responses and confidence from their agent.
Looking for: Ways to capitalize on current market trends that will result in a sale over asking price.
Agent tip: Keep all the information you need to respond to client requests at your finger tips. Ensure you have a CRM that is mobile friendly so that you can do business with your client anywhere, at anytime.
The first time buyer
Fast fact: This buyer is about to make their first splash into real estate and needs a lot of coaching.
Attitudes: Is still hesitant, looking at the big picture, getting their ducks in a row and triple checking their budget.
Looking for: Detailed information to understand more about the decision they are making.
Agent tip: Send personalized email communications with helpful resources to build trust and nurture clients along towards feeling confident to make a purchasing decision.
Understanding these different types of real estate clients, and others, will not only help agents to target their marketing strategy, but will also help them effectively build the right relationship that their client is looking for.