Is building customer loyalty in the real estate sector virtually impossible? We believe not. As much as the repurchase cycle is much longer than most other goods that a consumer can purchase, it is possible to retain customers and obtain advantages over time with a quality relationship.
To show the full potential of customer loyalty in the real estate industry, we have separated 3 best practices that you should adopt from now on:
The great advantage of the broker that obtains a repurchase from a client is the anticipation of needs. For example, if you have just sold a studio to a newly married couple, it is very likely that at some point there will be a need for a larger space, due to the arrival of the children or even the consolidation of their careers and the desire for greater comfort.
This can take one, two, five years. But if you maintain a long-term relationship with these customers, you will be able to identify when the need arises and step in before the competition does.
Obviously, the option to carry out a new negotiation with you will depend on how well they felt in the first purchase, therefore, watch over the relationship throughout the consumer’s journey.
Be frequent in your interactions
The problem with retaining customers in the real estate market is that, after the deal is closed, brokers forget about customers and run after new prospects. But be aware that the frequency of interaction builds loyalty.
According to Strativity research, daily interaction generates 83% of loyalty and engagement; weekly contact can bring 64% more loyalty and the monthly frequency in communications attracts 49% more customer retention.
The important thing here is to diversify interactions and communication channels. Keep social networks up to date, publish at least once a week on your blog and stay active in niche groups, where you find many people interested in gaining knowledge.
Use e-mail marketing to deliver targeted communication, based on data collected throughout interactions with each customer.
To make no mistake, neither more nor less, consult your customers on how often they would like to receive updates about your market. The best relationship is the one built on the exchange of information!
Use technology at your disposal
The technology greatly facilitates contact and relationships with your customers, reducing the manual workload without affecting the quality of interactions.
A CRM, for example, concentrates the most important information about each consumer, which can be used when contacting and identifying needs. Marketing automation, in turn, keeps your audience informed without having to deploy to send emails or SMS. And all communication goes personalized and segmented so that there is no error in the next sales approach.
Social media monitoring lets you know exactly what your customers are saying, what their perceptions are about your service, the price of real estate, market opportunities and expectations about new negotiations. Essential data for you to build an increasingly deep relationship and have subsidies to work on the loyalty of your customers.