The Consumer is Calling the Shots and I Like It by Norma Toering

I stand before you and solemnly swear, I am no longer an ambulance a customer chaser. The decision was made to Be the flame, not the moth as Casanova so eloquently stated. You never know when enlightenment will strike you. It tapped me on the shoulder as I looked at a long list of unacknowledged emails sent to various members of my real estate clientele. I promised not to reduce the quality of my contacts, just the frequency. Only time would tell if the content of my flame would be bright enough to compel consumers to seek it on their own.

My pledge to provide initial service a cut above customer's expectations is nothing new, I have done that for years. The new twist initiated last week(due in part to a exceptionally frazzling week notifying customers of price reductions, new listings, etc with little or no response on their behalf), was born of exhaustion and the inability to meet the needs of all of my clients, customers and consumers all of the time. Spinning wheels unnecessarily and filling mailboxes with unwanted messages is not my idea of productivity.

I gathered my courage and withdrew my fingers from the keyboard and my hand from the phone when tempted to make that second contact. They have the information, now it is up to them what they do with it. There would be no follow up email to the phone call, or follow up phone call to the email. Like the movie Field of Dreams, I delivered the message containing valuable content and waited to see who would come.

Breaking real estate news was sent to the usual suspects:

1. Open House Attendees

2. Current Active Buyers

3. Prospective Sellers

4. Active Rain Prospective Buyers

5. Long-term members of my Sphere of Influence

6. A few long-shot big-shot people on the peripheral of my reach (Hey, it never hurts to try).

7. A few random acts of kindness (read this as I don't expect this will lead to anything, but I'm fulfilling their request).

8. Sign calls, ad calls and other miscellaneous leads.

The new rule was in force: Knock their socks off with the first follow up and let them make the next, if any, move.

The silence of the next few days was a tad unnerving and filled with more than a little self-doubting. Finally, the contacts began to trickle in and a simple truth was revealed--If the content is relevant to a consumer's immediate needs they will take action. If not, there is no point in expending additional energy. The next move is up to them.

How's it working? Yesterday I had the following contacts:

1. A long-term prospective buyer called regarding a new listing sent via the auto-send MLS program. She wants to see it.

2. A prospective buyer called to inquire about the status of a property on which he submitted an unsuccessful offer. He requested to be updated on any changes and wants to see any similar homes.

3. A 3-year member of my prospective buyers group made contact and wants to see a property today.

4. An open house attendee emailed and although he likes the house where we met, he wants to see other similar properties.

I attended to their requests immediately. Toss in a call from an agent saying an offer is on the way, a few calls from sellers and I enjoyed a productive day in real estate.

Sorry James Bond, but perhaps once is enough.

Norma Toering & Team RE/MAX Palos Verdes Realty
(310) 493-8333 / Office Phone: (310) 831-0800

South Bay Los Angeles cities I sell real estate, property, houses and homes in: Palos Verdes Estates, Rolling Hills, Rolling Hills Estates, Rancho Palos Verdes, San Pedro, Long Beach, Torrance, Lomita, Redondo Beach, Hermosa Beach and Manhattan Beach.

Find Norma on: Facebook - Twitter - LinkedIn - Email Norma

Palos Verdes Real Estate Blog - Palos Verdes Homes Website
Palos Verdes Homes Search - More information on Palos Verdes