Change your Focus: Get Owners; no properties.
What is that of real estate after sales ? Some real estate agents wonder when they hear about it. It is clear that those who ask it, are not one of those who charge high commissions per month in this business. Mastering real estate after sales is what allows you to move to a higher level in this sector.
In Islamabad post-sale real estate is not expected to somebody else buy another property within a time; It is to take advantage of the clients you have, both owners and clients, to bring you other clients.
This can be achieved by implementing real estate after-sales strategies, (that there are several), only in case you have provided an adequate service. For this reason, mediocre real estate agents cannot enjoy the high profitability of post sales.
Some of my students ask me what is the best sales technique and I answer them without hesitation that they are all the post-vent activities that you can carry out.
It is not difficult to get the clients you have helped to buy your home to give references to your acquaintances, friends, co-workers and family members. It is not difficult to get the owners to whom you have helped sell your home to give you others to sell them or give references of you to other people interested in selling theirs.
To give you an idea, a real estate after-sales plan can get you to sell about 10 properties a year. To give u an idea of this let’s talk about Park View City, each property you sell you get a fee of, say $ 3,000 dollars, that represents $ 30,000 per year billed thanks and exclusively to your after-sales activities.
In addition, and this is important, customers who come through other customers, through referrals, are customers who buy fast , customers who tend to trust you more and customers much less problematic.
| The Secret of Real Estate Post Sale.
Secret? Yes, the secret of real estate after sales is to encourage customers to bring you other customers by offering smart gifts. However, these incentives should be part of the strategy; They are not the strategy itself.
Let’s see an example of real estate after sales activities that you can carry out:
Suppose you have given adequate service and both the owner and the buyer feel satisfied. Now is the time to request a positive testimony . Some will access and others will not. It is best to record the testimony the client on video and then upload it to your YouTube channel to your website, to Facebook and other social networks and use it as a promotional tool.
One of my students organizes these 1 hour video sessions as follows. Ask the customer, as soon as the sale is concluded if he would like to give a video testimony of his shopping experience.
He explains that within 2-3 weeks they could carry it out at home or in some other suitable place. That a video will be recorded and it will take 60 to 90 minutes and that by agreeing to give the testimony you will be given a dinner for two in a good restaurant or you will be given gift vouchers from a department store or from a shopping center.
Almost everyone agrees to give their testimony when there is an interesting incentive.
The second step is to prepare the video recording : the script to be used, the appropriate place, the material, a unidirectional microphone is usually needed, ( $ 30 dollars) and sometimes a couple of spotlights.
Having this kind of testimonials and promoting them are excellent to generate credibility and will bring you to many clients. Mary, this student I speak of, uses testimonial videos for her Facebook campaigns in Groups and in Facebook Ads. Always get a customer.
Another activity that is carried out is to encourage clients to give references to other people. This is done in 2 ways. It is encouraged to give a reference and then encouraged again if the customer ends up buying.
The first incentive can be a gift voucher , (the most popular) , for $ 15 – $ 20 dollars and then an incentive worth about $ 70- $ 100 dollars; such as a dinner for two.
What is this strategy very expensive? At all, 95% of people who will come to you for a referral end up buying or fast. In addition, before I gave a very conservative example that for each sale your fees are $ 3,000 dollars. In 50% of sales the fees are higher than that amount; So investing $ 200 dollars in incentives with a 95% chance of selling is rather a bargain.
| The Real Estate Post-Sale. You need a plan.
The above examples are carried out sporadically ; from time to time as the opportunity arises or need to have more customers. If you want to obtain high profitability, you must prepare a plan to carry out 4 after-sales real estate actions per year; that is, 1 every 4 months.
You should keep in mind that these promotional actions are very accepted and you will find that some people who do not know will call you to find out if they get your incentive to introduce you to a potential client or people looking for property for sale.
You have to be careful with these campaigns and not go over the top promoting them to the 4 winds. These campaigns are only and exclusively for customers , ( owners and buyers) , who already know you. If they call you an unknown person through them, welcome. Do not try to reinvent the wheel by curling the curl with affiliate promotions. These are not real estate after-sales campaigns .
Of course, in order to carry out these campaigns you need to maintain a customer database , create a sequence of emails, have an exclusive landing page for the campaign with access only to your customers, you need to select the incentives and start the campaign with the appropriate text and image.
You don’t have to have hundreds of customers. With a database of only 10 customers , you can now do an after sales campaign. As the months go by you will increase that database.
Expect that 10% to 20% of the people contacted respond to your campaign . Which means an important volume of reference clients.
In October 2014, I helped prepare an annual real estate post-sales campaign for an agency in Bogotá that had a database of more than 600 records. The campaign was so successful that it had to stop after 20 days. Not only that, it was not possible to attend to all the reference people and the initial incentives had to be paid to 87 people who referred 136 people. People who were looking to buy a property in Bogotá at that time.
Both the real estate agency and I were amazed and learned a couple of things about how to improve these types of campaigns in the future. Especially by writing the terms and conditions better . Here we screwed up, although the campaign was a success.
We talk about more than 20 sales in a period of 3 months with 3 commercials serving potential customers. More than 40 sales were lost because they could not be served. I know that in 2015 the agency carried out 2 more real estate post-sale actions and both were very profitable.
As you can see, real estate after-sales is not sending an email of thanks to the customer who has bought; Not a bouquet of flowers or a bottle of wine. It’s something more.
“To obtain references you have to know how to ask for them at the right time . And before asking for them, you have to keep selling trust after the customer has bought your new property.”
In order for the client to feel comfortable giving you a reference you must have given him a better service than he / she (they), they were expected when they were in the process of buying the house. And then continue giving that service.
How? Worrying . How can I help this client now that he has already bought the house? How can I continue helping you in the following months? There are a thousand ways for the client not to forget you. It is your obligation to keep the client remembering you every month. Prepare it for the after-sales campaign.
| The Real Estate Post Sale in the New Promotions.
The real estate after-sale works great when you sell new or pre-sale housing . Many promoters forget the customer when he signs the delivery signal and they remember him or her at 6 – 8 months, when the time comes for the delivery of keys.
How many sales have not made my team and I thanks to implement a real estate sales service , (which is not any after sales service) , as soon as a person signs the signal contract ! And then they tell us that we have been lucky to sell the full development of 250 homes in less than 8 months.
If you analyze the trend of the sales curve in a new real estate development, you will realize that at the beginning, the launch of the new promotion generates enough sales to dilute and stagnate.
If during those months you have sold 10-20 clients, you already have a good database so that with a small after-sales campaign, at least 5 or 6 of your clients will bring you other clients.
On the other hand, you have the database of information requests that have been generated during those 3-4 months, which must be treated in a certain way to get new customers to whom you will make the real estate after-sales campaign to 3 months.
The important thing to remember is that you should not mix after-sales campaigns with recruitment campaigns offering incentives left and right, some of them very creative and not worth a damn.
From my own experience in implementing real estate after sales campaigns in several promotions I can tell you that you can sell between 20% and 30% of any promotion, (my team and I reach up to 43%), with an after sales campaign.
These campaigns save money to the promoter in advertising, get quick sales and you can sell the whole promotion with peace of mind in half the time it takes to another promoter.
Sometimes I have heard real estate agents who consider themselves professionals that a new promotion takes 1 to 2 years to sell. That is not the case and can be demonstrated whenever you want.
I do not understand why real estate after sales is not implemented in many agencies. Is it not that the client, despite having bought the property, is not entirely satisfied with the service received and this is known by the agency?
A bouquet of flowers or a bottle of wine can work wonders if you know when to give them. However, the demonstration that you are still there for what is needed; The demonstration that you really care about the customer, is what makes you have a lot of vendors out there (satisfied customers), working for you at almost zero cost and even zero.
That is the pure meaning of real estate after sales .
To complete this article let’s make some numbers. Let’s take only 30 sales in a real estate agency that have been generated with an annual after-sales campaign, where for each sale the agency charges a 5% fee on each sale, say $ 10,000 in each sale, ($ 10,000 x 30 sales = $ 300,000 dollars).
This makes $ 300,000 dollars to which we must subtract, say about $ 4,000 dollars in the cost of 4 psot sales campaigns in 1 year. It is clear that the benefits for the agency and for the commercials are quite significant. If this does not make you change your mind about real estate after sales; Nothing will.
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