Real Estate Magazine - John L. Scott Real Estate - October 2021

Page 87

TRENDS & ISSUES sor or Angi to find a pro. If you’ve tried this yourself, you know what a horrible experience it can be. Those services push the consumer request out randomly or by advertising dollar. The big opportunity here is for real estate agents to reengage their trusted network to get the client the same high-quality service they received when they purchased the home.

Leverage Your Network and Don’t Lose a Repeat Customer Again

T

Commentary by Kathleen Kuhn

wenty years ago, real estate agents were the gatekeepers of real estate data. Homebuyers had no other option than to engage a real estate agent to get available listings for sale. The agent would pull out a printed MLS book and begin researching information. Repeat business was easy. You were certain to get a call when they wanted to list or buy again. Why are referrals so hard?

First, agents are notoriously poor at keeping in touch with past clients. Keeping in touch with past clients is harder than it sounds. The difficulty is not in drafting emails or making phone calls, but doing so in a way that’s valuable to clients. The goal is to send information to past clients that meets their interest at the moment their curiosity is piqued. What most agents don’t consider is the value they can bring to their clients long after the deal is done by doing what they do best: being a trusted advisor in their local market. No one knows the local market better than the

real estate professionals that serve it. During a real estate transaction, homebuyers turn to their agent for recommendations for lenders, home inspectors and insurance agents because those are the professionals needed to get the deal done quickly. The agent’s trusted network jumps into action with speed and expertise. But what about the professionals needed to repair, paint and/or simply care for their home after they’ve moved in?

Become a homeownership expert for your clients

Homeowners can go to HomeAdvi-

A personal referral from a real estate professional can reinforce the relationship established during the home sale. A personal referral from a real estate professional is more valuable and can reinforce the relationship established during the home sale. Agents can start by creating a directory of vetted professionals including details of services offered and any specials their network may be willing to pass onto clients. Many agents create these lists and include them at the closing and/or publish them on their website. Making the effort to share this information is a great way to stay connected with contacts in a manner they’ll value. By making yourself available as a homeownership expert, you will not only keep your clients for life, but you’re likely to generate seven additional sales and referrals from each customer. Grow your business the smart way. If you need help, visit MooveGuru.com for more guidance on this strategy. RE Kathleen Kuhn is the EVP of Strategy at MooveGuru and has spent the last 30 years in the real estate and home inspection industries.

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RE: Real Estate—It’s Always the

2min
pages 114-116

Service Profiles

41min
pages 102-113

Verl Workman – Gain a

2min
page 99

Sarah Bernard – 5 Strategies

2min
page 100

Sherri Johnson – Real Estate

2min
page 101

Verl Workman – How to

2min
pages 94-95

Gretchen Pearson, Berkshire

2min
page 93

Randy Coffman, Better Homes and Gardens Real Estate Wine Country Group

2min
page 91

Frank Nolan, Vanguard

2min
page 92

Josh Naughton, RE/MAX

2min
page 90

Kathleen Kuhn – Leverage Your Network and Don’t Lose a Repeat Customer Again

2min
page 87

Jeff Bailey, Todd Bailey and Anthony Laurita, United Real

4min
pages 88-89

Diane Hartley – Why and How

2min
page 86

Bill Scavone – Elevating the Customer Experience Every Step of the Way

2min
page 85

Allen Alishahi – ‘Tokenization’ and Its Role in the Post-Pandemic Real Estate Model

2min
pages 81-82

Shawn Terrel – Online Auctions a Sound Marketing Method for Real Estate Professionals

2min
page 83

Lane Hornung – ‘Power

2min
page 84

Josh Harley – Lessons From Fathom Realty’s Successful IPO

2min
page 80

Rick Haase – Will You Bestow a Thriving Brokerage?

2min
page 79

Olivia Mariani – Smart Agents

2min
page 78

Michael Minard – How

2min
page 77

Turning a Vision Into Reality

5min
pages 74-76

5 Ways to Rebrand Your Real Estate Business

4min
pages 72-73

‘Zombie Foreclosures’ Falling, But Will Likely Rise Again

3min
pages 66-67

The Family Advantage

10min
pages 68-71

Becoming a Champion of Green and High-Performance Homes

5min
pages 64-65

Innovative Furniture Leasing Company Feather Emerges Victorious From ‘Pitch Battle’

2min
pages 62-63

Taking the Verified Path to Success

4min
pages 60-61

Brokers Discuss the Modern Meaning of ‘Full-Service’

4min
pages 54-55

A Better Future for Agents

12min
pages 48-53

Housing Price Growth Breaks Record, But Likely to Slow

1min
pages 46-47

Real Estate Webmasters Wins Gold at Muse Creative Awards

2min
pages 44-45

Curbio: A Revamped Home Renovation Experience

3min
page 43

Propertybase: Standing Out

3min
page 42

Constellation1: A Customized

3min
page 41

Cinch Home Services: A

3min
page 39

HSASM Home Warranty

3min
page 40

The Experts at McKissock

2min
pages 37-38

Sherri Johnson – Create

2min
page 32

Brian Buffini – Go From Busy to Productive With These Simple Tips

2min
page 31

Verl Workman – Tracking Key Metrics Vital to Growth

2min
pages 35-36

Darryl Davis – Promoting Your Commitment as a New Real Estate Agent

2min
page 33

Power Broker Perspectives

2min
pages 28-30

Policy & Legal Matters

2min
page 23

REBAC Report: Is Your Digital Marketing Strategy Still Relevant?

3min
pages 24-27

Marketwatch

1min
page 13

NAR Power Broker Roundtable

3min
pages 14-15

Meet the Newsmakers: Jessica

1min
page 19

Great Spaces

1min
pages 20-22

From the Publisher

5min
pages 9-12

Women in Real Estate: How One

2min
pages 16-18
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