The huge Quality Improvement movement that's been going on in the U.S. makes one activity of the highest and first priority. A company surveys its current and past customers to find out what they like, what they want, and how they perceive the company's value in the provision of their products or services. Let's look at what actual home buyers tell us about our business.
Buyers were asked about personality traits, qualities and skills. They responded with what they valued most in these areas, including honesty, integrity, knowledge, responsiveness, etc. Learn what they liked to help you to target your personal marketing efforts.
Don't assume that you know what your buyer clients want from you for services. And, definitely don't assume that you know in what priority they place the services you provide. Learn what actual home buyers say they want from us, what's most important, and what's not.
The previous article discussed what buyers said they wanted from us. We certainly want to market to their desires. However, some differences surface after the transaction as regards what they valued in the services that were actually provided. Even if this list doesn't change your marketing, it may change the way you work. That is marketing anyway, as it should result in more repeat and referral business.
With more than 80% of home buyers using the Internet in their real estate search process, it is critical that we provide what they want when they arrive at our site. Unfortunately, more than 90% of us spend our money and efforts on getting them to a site with precisely what they don't want to see. See if you're guilty of this.
The real estate agent has held top spot on this list for a long time. Most buyers are introduced to the home they finally bought by a real estate agent. However, the percentage is dropping, and the Internet as first source increased greatly. The Internet is now a very close second to Realtors in how buyers first located the home they bought. Learn the other ways and relationships.
Again, assumptions about what our buyers want can lead to costly mistakes in our marketing. Learn the priority placed by buyers on home and neighborhood features. They made their purchase decisions based on these items, so perhaps our listing marketing needs to adjust its targets.
