Traditionally, real estate agents focused on sales but now see customer service as the key to success. With more choices available to customers, agents must work harder to earn listings through repeat business and word-of-mouth from providing honest, respectful service. This includes accurately appraising properties, following through on commitments, and making customers feel welcome. Those who pioneer great customer service will have an edge over competitors.

1. Customer Service The Real Estate Revolution
Traditionally, real estate has been viewed as a sales industry. But perceptions
are changing. Agents around the country are coming to believe that the key to
real estate success is service– not sales.
Competition and technology now give customers almost unlimited choices, so
agents are having to work harder and spend more to win listings. They’re
discovering that business success comes from repeatbusiness and word-of-
mouth.
And customer serviceis the key.
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Loyalty and good-will can’tbe bought – not even with the sale of a house.
Customers like to be treated with honesty, respect, and integrity. They wanta
realistic and accurate property appraisal. They want an agent who commits to
action. They wantto be able to speak to someone who can help them when
they call. They want to feel welcome when they walk into the office. They don’t
want their intelligence insulted by advertising. They don’t wantto be fed a line
(even if it is whatthey’d like to hear…).
Agents with business senseknow that if they can providethis customer service
– if they can pioneer great customer servicein real estate – they’ll have a real
edge on their competitors. Far from being an impediment to success, they see
today’s marketplaceas an opportunity to flourish.
Obviously, thesale is still critical, but it’s partof a greater whole – almost like a
critical KPI (Key PerformanceIndicator).It’s based on thesimple premise –
serveand you will sell. The premise holds true because all the pre-requisites of
a sale are intrinsic to good customer service: The price is realistic, the
marketing is intelligent, the advertising appropriate, and commitments are

2. made and kept. Vendors, buyers, landlords,and tenants alike receive the same
high level of customer service.
5 Quick Tips for Finding a ServiceOriented Agent
1) Ask to see references – It’s not that much different from a job interview.
Think of the agent as the job seeker, and encouragethem to provetheir
customer servicequalifications. The right agent will be only too happy to
provideas many references as you’d careto see.
2) Analysetheir business growth –Assuming their references are in order, ask
after their business growth. References provideyou with qualitative evidence
of customer focus. You should supplement this with something quantitative. If
the agent is still growing rapidly in today’s environment, then they mustbe
doing something right.
3) Analysetheir marketshare – Like growth, marketsharecan be an indicator
of customer focus. Ask whattheir shareof the target marketis.
4) Observetheir behaviour – Do they return phone calls? Do they commit to
action? Do they meet their commitments? Are the punctual? Do they keep you
informed? Do they remember important details you providethem?
5) Gauge access to staff – When you firstcalled, did you get to speak to
someone who could help you? If not – if they took your name and number and
told you they’d get someoneto call you back, this might be indicative of their
customer serviceapproach.
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