How Concierge-level Service Helps Brokers Impress and Retain Clients

"Concierge service" is the buzzword of the moment in real estate technology. We've been noticing that more companies are making it as easy as possible for agents and brokers to start using their products. For example, some CRMs will transfer or upload your contact database for you, or set up drip marketing campaigns for your clients. It's a smart move; by removing the barriers to getting started using their product, these companies vastly increase their customer retention rates.

Brokers can learn from this model of customer service--and many already do. Brokers deliver concierge level services all the time. Our CEO, Victor Lund, recently experienced this level of service from a brokerage he listed his second home with. See the picture below? That's the home's front yard after a blustery storm blew through the area. Because his broker understood the importance of keeping a listing in top shape for showings, they immediately recommended and sent over a contractor who took care of the problem for him.

What happens when a customer asks your company, Where can I find a landscaper? or Where do you get your tires fixed? Do you have an answer? Many brokerages, especially smaller ones, don't--even though providing that concierge-level service differentiates them other agencies in their area. Many consumers may not presume that a broker can answer these questions. However, if a brokerage can, then they become a more valuable resource to the homeowner.

This really comes into play when a consumer lists their home for sale. Really smart consumers have their home inspected and sometimes even appraised before they ever list it. Inevitably what happens is that certain things have to be fixed, because if it's not, the buyer will likely negotiate an offer that's less than list price. Smart agents will encourage sellers to get an inspection before they list, flag things that will show poorly in an inspection, and help the homeowner find contractors to fix it.

One route that some brokerages are taking is to provide a directory of contractors and other home services professionals on their website. Some build and maintain their directory manually, while others outsource the heavy lifting to companies like Nest4Less. Note that Nest4Less is not a directory like Angie's List or the Yellow Pages. It's a real estate-specific directory populated by contractors and service providers that a brokerage knows and recommends.

The differentiator there is that consumers can rest assured that those listed in the directory will do everything possible to take care of them. Why? Because brokerages who recommend their services are a huge deliverer of business to them; they don't want to risk damaging that relationship!

In the end, it all comes down to reputation. Contractors providers who consumers can find on Craigslist or other places are either new business or simply not very good. The really great contractors and providers are not on Angie's List or Craigslist. They don't need that exposure because their reputation and business relationships provide enough on their own.

So that's the key--to get to the good guys, a consumer needs to know a guy. They have to be connected. When it comes to providing concierge level service, make sure that connection is you.