The Rub on Customer Service

It’s been more than a century since Marshall Field coined the phrase “Give the lady what she wants!” but in today’s challenging real estate market, Field’s sage advice about customer service matters more than ever. Two recent customer-service experiences – one positive, one negative – underscore this point.

The bad news first. I recently attended an open house for an existing home and was shocked by the apathy from the listing agent. First, he sat in his car talking on his phone instead of waiting inside the home to greet prospects. So he basically snuck up on me after I was in the home. Creepy. Then he proceeded to talk more about his own remodeling project than the home he was supposed to be selling.

Not only did this agent’s actions turn me off of his listing, but, even more damaging, I would never want him representing me or anyone I know in a real estate transaction. In fact, I was so put off, I told several friends about the bad experience.

And that’s the real rub. Word of your actions, or those of your associates, can spread like a virus, especially in today’s new-media landscape, thanks to sites like Facebook, Yelp, MySpace, Twitter, Citysearch and Metromix.

Of course it’s just as easy to be infectious about a positive experience. For example, the other week I had the BEST experience at The Spa at Trump. From the moment I arrived until I left, I never felt more pampered.
In fact, I was so happy with my experience I wanted to share it with everyone I knew. So I did by writing a review on Yelp. Seems like the Trumps have taken a page from Mr. Field’s customer service manual, and I for one was happy to be on the receiving end of their efforts.

On that note, there’s one more piece of advice from Mr. Field we should all take to heart – whether we’re selling clothes, spa services or real estate.

“Good will is the one and only asset that competition cannot undersell or destroy.”

Here are 5 essential tips for providing great customer service:

1. Be warm, enthusiastic and sincere in greeting and saying goodbye to your client.
2. Listen first, talk later. Ask questions and let your client do most of the talking. You want to find out about their needs.
3. Do not rush your client. Whether at a real estate showing or in a meeting, they can take as much time as they need. You are at their disposal.
4. Check in on your client, but don't stalk them. Let them know you care and want to be of assistance, whether that's today, in a week or in a month.
5. Follow up. Send a thank you note (hand-written if possible) and provide any additional information the client may have requested or would find of interest.

Camera is PR Amex; Don't Leave Home Without It

When I was packing for my recent trip to the Toronto Film Festival there were two things I had to take with me – my passport and a digital camera. The first, for entry into the country, and the second, for all my potential celebrity encounters. If by some chance I found myself mere inches from Brad Pitt at the premiere of Burn After Reading and I didn’t capture it on film to show friends, I would never forgive myself.

Unfortunately, I never bumped into Brad, but I did have some other star sightings that I documented (see right). Now the chances of a celebrity walking into your new real estate development are pretty slim, but that’s no reason why every sales or leasing professional or property manager shouldn’t be armed with a digital camera.

The list of great real estate stories that could have been covered by the media or shared with potential customers, if only there had been a camera around to document what happened, is still fresh in my mind…
The couple that got engaged in a new-home sales model
The night the power went out, so a sales agent took buyers on a final walk-thru and helped them sign their contract by flashlight
The construction crew that celebrated a high-rise topping off with a rooftop barbeque

Rarely does a project rendering or photo tell the whole story. The media wants to go beyond the bricks and mortar to understand what makes each development and each company different from the rest. They’re looking for a human element. So give it to them in Kodachrome. But also keep in mind that in today’s world you don’t have to wait for the media to tell your story; you can tell it yourself. Post photos to your website or Facebook page; add them to your blog; print them in your newsletter; and use them for press releases, direct mail, or any other marketing materials.

Just remember that some of the best stories pop up when you least expect them, so keep that camera close.

Case in point, the other week I found myself on top of Trump International Hotel & Tower Chicago with Eric Trump and Don Jr. The Trumps were in town to celebrate the building’s topping off. While a professional photographer was making his way up in the skip, I thought, ‘When am I ever going to be in this situation again? Uh, never.’ So I dug out my Treo and started taking photos (see right).

It was no Brad Pitt sighting, but it was still pretty darn cool.

Nike's Brilliant Marketing A Lesson For Real Estate Cos.

For the past 10 years, I have run in Brooks Adrenaline GTS running shoes. I'd say I've owned four pairs. And though it may sound like I'm quite the jogger, the truth is I had never run more than three miles at a clip. But on August 31, I ran 10 kilometers (6.2 miles) in the Nike+ Human Race. And I ran in a new pair of Nike Air Structure Triax shoes complete with the Nike + training chip.

How did Nike get me to break a decade of brand loyalty and go for a new personal best - all in one impulsive decision? It invited me to save the world.

The Human Race is just the latest swoosh of genius from the marketing gods on Mount Nike, and it's one from which today's beleaguered real estate companies can learn a thing or two.

About a million runners around the globe participated in the Human Race, which took place throughout the day in more than 25 cities and raised millions of dollars for charity. Nike says it sponsored the race "to create the world's largest running event with the goal of helping humanity in the process."

No doubt, that's true. But let's not forget that Nike also makes running shoes, running shorts, running shirts, running socks, running watches, running hats and that little Nike+ running chip - all of which contribute to about $18 billion in annual revenue. Why did Nike really sponsor the Human Race? As Mars Blackmon famously told Michael Jordan, the greatest Nike pitchman of all time, "Money, it's gotta be the shoes!"

The Human Race was brilliant marketing because you barely knew you were being marketed to. It was marketing disguised as self-improvement. Marketing disguised as charity. Marketing disguised as international relations. In fact, I was moved through the sales chain so efficiently, I didn't even realize I'd been swooshed until days after my purchase.

So what does all of this have to do with marketing real estate? Nike is built on a platform of improving athletic performance through constant innovation. But lots of companies - real estate companies included - are innovative. Where Nike leaves its competition in the dust is in its ability to inspire and empower its client base like no other. How many real estate companies are doing that today? How many are even trying?

Steep discounting may be a fact of life for today's homebuilders, as are concessions for today's commercial property owners and managers. But they're nothing more than table stakes. If that's all you're selling, you're running a losing race.

To move the needle today, you have to sell something bigger. You have to sell inspiration and empowerment. You have to sell the notion that your customers, by purchasing your product or service, can transcend that purchase and become a part of something greater - a community, whether physical or virtual - that they can participate in, influence, change and improve. And you have to do it creatively, honestly and in ways that are consistent with your brand.

You might even have to save the world.

On August 31, a million runners did their part. And Nike reaped the rewards big-time - not only in sales of running shoes, apparel and accessories, but also in brand loyalty that goes far beyond anything most of us could ever wish for. Is there a real estate company out there willing to try too?