We need a change in mindset when it comes to customer relationships, across the industry. Whether house buyers have a budget of £100k or £1m, it is important to remember that people expect the same treatment. In some cases, I would argue that for those with a lesser budget, effective customer relationships are even more important.
People would rather do business with a person (or brand) they like or trust. That is often more important than the quality or price of the product. It’s this that needs to flow through the full customer journey, from our very first marketing touchpoint through to the final stages of aftercare, we need to ensure that our sales and marketing strategies are aligned at all points with a customer-centric view and are not over-reliant on a tech stack.
As a marketeer I often get asked “What platform is the best?”, or “What’s the best way of getting more leads?”, or my favourite “I need an app!”.
My answer is always the same – Forget about IT, think about what you are trying to achieve, what are your business goals and what does your customer want/need.
It’s time to remember the basics; forward plan, embrace our customers and only then, look at how a tech solution can make it smarter, faster, better. This will ultimately help us sell more houses while holding value.
So, while this may sound like it’s doom and gloom, we should remember what we do very well, and in many cases, what we do better than the large retailers. We talk to people in a local area about a local product.
So, the industry opportunity is to be better than the retailers by simply closing the gap on how we treat people once we’ve made contact with them. When we achieve this, they could take a leaf out of our book and us from theirs.
Author: Rachel Asquith – Business Director at Aylesworth Fleming. A specialist Property Marketing Agency.