INDUSTRY INSIGHTS From Transaction to Trust: Building Lifelong Client Relationships Earn client loyalty and achieve long-term success Chris Stuart, President, PLACE
When it comes to building a successful real estate business, we all know leads are the heart of what agents do. After all, without them, our real estate businesses aren’t likely to grow. But all too often, I see agents fasten on the wrong leads. Companies aren’t built to last by churning through new contacts. It’s in the existing relationships at the heart of your business where an agent’s true potential lies. But loyalty among these potential repeat clients is earned, not assumed. To zero in on building your business for the long-term, it’s essential to foster these relationships and improve the entire consumer experience for those clients already in your sphere.
FOCUS ON THE CLIENTS YOU HAVE Across industries, people tend to focus their attention on nonexistent problems. In real estate, the need for leads gets the lion’s share of attention. But I don’t actually think of this scenario as a problem in need of solving. Most agents already have the leads they need to succeed in their sphere; they just don’t know how to use them effectively. The problem isn’t a lack of leads, it’s agents who don’t devote the time and energy necessary to develop the relationships with clients they already have. And this creates a loyalty gap.
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