Speaker urges real-estate professionals to create Disney-/Amazon-like client experiences to generate raving fans. Advice includes designing system-driven, memorable service (not just agent-level effort), collecting post-closing feedback via short Net Promoter-style surveys with small incentives (e.g., $10 Starbucks card), following up on unhappy clients, and using principles from Influence (Cialdini) and Zappos (Tony Hsieh) to differentiate through emotional impact.
Foreign. So the last sort of step here is creating a Disney like experience, delivering world class service and creating raving fan culture. And we're going to get into the book by Ken Blanchard. Let's start with a quote from Jeff Bezos, founder and CEO of Amazon.com, we see our customers as invited guests to a party and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. So when I look at, you know, every Disney experience that we've had, and I don't know why I put an Amazon quote before a Disney picture, but this was our second Disney experience. We went on Disney cruise. And I really look at the experiences I've had with Disney. When I look at my business and what I want it to be like, you know, I want my business to deliver a client experience that is like just frickin awesome and memorable and makes you want to come back and makes you want to brag about it. Even though you paid three times what a regular cruise costs, I'm still bragging to my friends that they have to take their kids on a Disney cruise. I want everyone that that interacts with our business, our real estate business, to brag about our real estate business the same way that I brag about our Disney cruise. So the average agent delivers average service. You have to realize that our industry is undergoing a radical shift. Consumers are getting smarter and they're becoming way more demanding. You have to spend some time thinking about the experience that your clients are getting. Is it average? Are you really giving something that's extraordinary in terms of level of service? And then begin to build systems that deliver a memorable experience to your clients. Especially if you're not the one personally delivering this service. Top Producer is the tool that we use. I've already gone through it. To manage a client experience and to get feedback on that experience. Start with a simple survey of your clients. So you have to get an idea of what your clients are saying about you they feel the experience is. So most real estate agents will never make the shift to delivering a system driven customer experience. And as such, they will always have a job and never own a business. You have to start to care about what your clients have to say about your service. Especially, and I can't emphasize this enough, especially the unhappy clients. We all have these. And it's your job as business owner to take advantage of those unhappy clients, to get them on the phone and see what happened and what you could do to improve it. What system can you put in place to make sure it doesn't happen again. So we use the law of reciprocities, a good book called Influence by Robert Cialdini. This helps us. So we basically send out a form, post closing survey form with a Starbucks card. So it's just kind of a token of appreciation. Let me see if I can get it here. Raving fan club and so you have access to this through your Dropbox as well. We also send out raving fan intro letters and under contract letters. But this is basically we want to know how do we do and it's this is net promoter score 101. It's asking the question, on a scale 1 to 10, how likely are you referring your friends and family to the Lars group? One is very unlikely and ten is very likely. Do you use our services again and please tell me how your overall experience has been with us. We put that in with a $10 Starbucks card and we get a pretty good response on it. If you don't get a response, it's your job or someone on your team to follow up and ask them, send them the online survey. If they don't, you guys have access to the online survey, but you have to start thinking about your business as an entity that delivers a service that has to be world class in order for clients to keep coming back. Tony Hsieh, CEO of Zappos and he's the author of a really cool book. I recommend you get it. Delivering a Path to Profits, Passion and Purpose. He says to wow. You must differentiate yourself, which means do something a little unconventional and innovative. You must do something that's above and beyond what's expected. And whatever you do, you must have an emotional impact on the receiver.
