Cultivating relationships is a key skill for any real estate agent because in this industry transactions with clients are less likely to succeed without a genuine human touch.
This is where relationship marketing comes in, which aims to create and nurture long-term relationships through thorough and consistent analysis of customer behaviours to equip agents to develop compelling messages.
With technology at the forefront of communication, those who are adapted to online tools and resources have an advantage in maximising their audience reach and spurring engagement.
However, the challenge is how to make these messages more personal and provide the audience with a more human experience to gain better traction.
While the technology still plays an important role in communication and interaction, the need to build and nurture genuine relationships still comes first.
Establish trust
There’s no doubt, truth and honesty are the primary bases for ensuring a healthy relationship, no matter what industry it is.
This is crucial in the real estate market because clients will need to find someone they can trust and feel comfortable with especially since buying property is going to be their biggest single investment to make.
The moment a lead or potential client makes contact with your agency, they start by looking for signs of your trustworthiness.
Respond promptly and appropriately
As straightforward as it is, this is something many agents still fail to do, according to a study, which revealed that on average, 48% of online enquiries never got a response and for those that received their answers, it took an average of 15.29 hours.
That lack of response is what could potentially take your business over to competitors, as 49% of buyers who closed sales pointed out that they expected instant responses and took their businesses to those who did.
This is where technology can be a great help if you expect to provide instant responses or streamline your leads management process.
Communicate honestly
It always pays to be truthful and open to clients as these are qualities they look for to win their trust and establish a relationship.
It’s not just about telling them what they want to hear, but being upfront regarding realistic expectations and providing them with vital information that would matter to their real estate concerns.
Accuracy and truthfulness of information are trust-builders among clients by making them choose based on data and facts, which could then encourage them to reward deserving agents with their business.
Be visible
It may be a traditional concept, but networking remains to be an art that transcends time and disruptions. It remains to be a valuable and infallible process that successful real estate businesses cannot do without.
By networking, you continue to make your brand visible and is a key to establishing new business relationships from the referrals of those that have experienced your service and expertise.
Always wear your official name badge that has your name or brand on it. You can wear it during conferences, or anywhere you have the chance to meet other people. This is as good as getting free advertising opportunities wherever you go.
Being actively present during sporting events, community activities, or even going for groceries can help a lot.
Also, take it easy when attending public events and avoid hard selling. You may talk to some people and introduce yourself as a real estate agent and give out business cards, but make sure to leave an impression by smiling or lending a helping hand when people need it such as helping out someone struggling with their shopping carts or bags, etc.
Follow-through
Whenever you close a deal, ensure that you nurture the relationship by adding value such as periodically keeping in touch with them to say “hi” or greet them during special days or holidays. You can also share some insights and information that may have anything to do with their property or update them with events or activities in their community should they want to participate.
Take advantage of emails or social media to engage with your clients, sharing market updates, sending out newsletters, etc.
With real estate agents leveraging technology to help in establishing and nurturing relationships with clients. It makes work easier, faster, and more responsive as long as you know how to take advantage of it to achieve your full potential and real estate business goals.