Using Client Feedback to Elevate Your Real Estate Business
YOURSELF AS A LOCAL AREA EXPERT
BEYOND CLEANING AND DECLUTTERING: What Improvement Expenses Make the Most Sense?
WANT FROM YOU AS THEIR REAL ESTATE AGENT
ZOE CROSSING & KURT GUNTER
WHAT SELLERS WANT FROM YOU AS THEIR REAL ESTATE AGENT
Although sellers’ individual preferences may differ, they often share a set of expectations and needs when it comes to what they seek in their real estate agents. Here are the top six things sellers often want:
1List Price Expertise and Market Knowledge
Sellers want their agents to have a thorough understanding of the local real estate market. This includes providing an accurate and realistic pricing strategy for the property based on current market conditions, comparable sales, and other relevant factors.
2 Reliable and Effective Communication
Sellers appreciate real estate agents who maintain open and transparent communication throughout the entire selling process. This includes providing regular updates on the status of the property, relaying feedback from potential buyers, and being responsive to the seller’s inquiries.
3 Strong Negotiation Skills
Sellers expect their real estate agents to be skilled negotiators who can secure the best possible deal on their behalf. This includes negotiating the sale price, handling counteroffers, and navigating any potential challenges that may arise during the negotiation process.
4 Marketing Knowledge
A strong online and offline marketing strategy is crucial for selling a property quickly and at a desirable price. Sellers value agents
who can effectively market their homes through various channels, such as online listings, social media, professional photography, and traditional advertising.
5 Strategic Guidance and Support
Sellers seek agents who offer strategic guidance throughout the selling process. This includes advising on the best times to list the property, suggesting improvements or staging techniques to enhance the property’s appeal, and providing insights on market trends that could impact the sale. They value an agent’s ability to navigate the complexities of the real estate market, offering support and expert advice to make informed decisions and ultimately achieve a successful sale.
6 Transparency and Ethical Standards
Trust is a key factor in the real estate relationship. Sellers want an agent who is professional, trustworthy, and acts in their best interests. This includes maintaining confidentiality, adhering to ethical standards, and demonstrating a commitment to providing excellent service.
Remember, individual preferences can vary, so it’s essential for real estate agents to communicate openly with their clients to understand their specific needs and expectations. Building a strong, trusting relationship is crucial for a successful real estate transaction.
Beyond Cleaning and Decluttering:
What Improvement Expenses Make the Most Sense?
Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning.
Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress
neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.
Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography.
Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection?
In general, some improvements are required, others are low-cost and others pay for themselves
with lower time on the market, competing offers or higher sale price.
Landscaping & Exterior
First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution.
While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.
Walls, carpets, ceilings and trim
Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it. “I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective.
Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning.
Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings! A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.
Kitchens and baths
Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice.
Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements.
Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.
ZOE CROSSING & KURT GUNTER
ZOE CROSSING & KURT GUNTER
Starting in real estate at just 18, Zoe Crossing knew early on that this was the career for her. After earning her broker’s license within her first few years, she had plans to open her own brokerage. Instead, her husband, Kurt Gunter, got licensed three years ago, and the two have been working together as co-agents ever since. Based in Bancroft, Ontario, a small town with just 3,900 year-round residents and a bustling summer cottage season, Zoe and Kurt have found success serving this close-knit community.
Both Zoe and Kurt are lifelong Bancroft residents, with roots that stretch back generations. Their deep connection to the community enables them to offer clients unparalleled local knowledge, from guiding buyers to serene lakefront properties to showcasing the best hidden trails in the area. Zoe estimates that 80% of their business comes from repeat clients and referrals. “We do advertise, but a lot of clients come to us through someone they know,” she explains. Over the years, they’ve built a strong reputation in the
community, thanks to their personalized approach. Rather than relying on automated messages, Zoe and Kurt prefer sending personal texts or checking in with clients they spot around town.
One recent client raved, “Zoe was always available to answer our phone calls and texts with our questions, as we came into
this knowing nothing about real estate. We viewed multiple homes, multiple times and never felt pressured to make a decision we weren’t comfortable with. Zoe helped make our move a lot easier on us and helped bring our dream to reality.”
Another wrote, “Kurt is professional, friendly and extremely knowledgeable in more than
Based in Bancroft, Ontario, Top Agents Zoe Crossing and her husband, Kurt Gunter, offer clients unparalleled local knowledge, from guiding buyers to serene lakefront properties to showcasing the best hidden trails in the area.
“We focus on paid ads and professional photography,” Zoe says. Each property they list gets its own dedicated website, complete with drone footage and floor plans, all promoted across Facebook and other platforms.
just real estate. He took the time to hear our wants and needs to tailor our experience to us. From start to finish he went above and beyond to make our selling and buying process as easy as possible and make sure that we understood every step in the process.”
Social media has been central to their marketing strategy, helping them stay visible and attract new clients. “We focus on paid ads and professional photography,” Zoe says. Each property they list gets its own dedicated website, complete with drone footage and floor plans, all promoted
across Facebook and other platforms. This high level of marketing has allowed them to appeal to first-time buyers and retirees alike, two of the area’s key demographics.
While real estate is demanding, Zoe and Kurt thrive on the fast pace. “You get used to the chaos,” Zoe says. “It’s exciting, and I love getting to explore places I’ve driven
past my whole life but never seen inside.” When they’re not working, Zoe and Kurt enjoy spending time outdoors with their family, often scouting lakes or trails—a pastime that also helps them expand their local knowledge.
Looking ahead, Zoe and Kurt plan to continue growing their business while remaining
While real estate is demanding, Zoe and Kurt thrive on the fast pace. “You get used to the chaos,” Zoe says. “It’s exciting, and I love getting to explore places I’ve driven past my whole life but never seen inside.”
USING CLIENT FEEDBACK TO ELEVATE YOUR REAL ESTATE BUSINESS
For real estate professionals, publishing your client testimonials is a key strategy for establishing trust, enhancing your reputation, and drawing in new clients. Through the strategic use of positive
client feedback, you can demonstrate your expertise and the exceptional value you offer in real estate transactions. Here are key strategies for maximizing the impact of real estate testimonials in your business:
Diversify Your Testimonials
Collect feedback from a broad spectrum of clients, such as first-time buyers, sellers, investors, and those facing unique challenges. This approach offers a comprehensive view of your capabilities.
Promptly Request Testimonials
Aim to obtain testimonials soon after closing a deal. Prompt timing ensures clients’ memories are fresh, enabling them to share detailed and impactful experiences.
Enhance Your Website with Testimonials
Develop a section on your website dedicated to client testimonials. Display them attractively, including clients’ names, photos, and specific transaction details if possible.
Utilize Testimonials in Marketing Efforts
Embed powerful testimonial excerpts in your marketing materials, including brochures and flyers, to catch the eye of prospective clients and underscore your track record.
Broadcast Testimonials on Social Media
Publicize your client feedback on social platforms, using engaging visuals or property photos to accompany the testimonials.
Innovate with Testimonial Videos
Elevate your client feedback with video testimonials. Short, engaging videos can make a lasting impression on potential clients by showcasing genuine satisfaction.
Incorporate Testimonials into Email Marketing
Utilize testimonials in your email campaigns to underscore your expertise and encourage engagement from potential clients.
Present Testimonials to Prospective Clients
Integrate client success stories into your presentations to illustrate your track record and reassure potential clients of your ability to deliver favorable results.
Feature Testimonials in Your Blog
Share client success stories in blog posts, integrating testimonials to lend credibility and a personal touch to your narratives.
Create Detailed Case Studies
With client consent, develop case studies that explore specific challenges and your successful interventions, offering deep insights into your problem-solving prowess.
Highlight Testimonials in Your Online Presence
Feature client testimonials in your profiles on key real estate and social media sites to bolster your online reputation and attract new clients.
Promote Third-Party Platform Reviews
Encourage clients to review your services on esteemed real estate platforms, enhancing your visibility and credibility.
Engage Through Testimonial Events
Host webinars or events where clients can share their experiences, providing a dynamic forum for potential clients to learn and interact.
Advertise with Testimonials
Use testimonials in your advertising campaigns to spotlight positive client experiences and foster trust with your target audience.
Keep Your Testimonials Current
Regularly refresh your testimonials to maintain relevance and demonstrate your continuous commitment to excellence and client satisfaction.
By strategically publishing real estate testimonials across various platforms and marketing channels, you can build a compelling narrative that resonates with potential clients. Authentic endorsements from satisfied clients serve as a powerful tool for establishing trust and differentiating yourself in a competitive real estate market.
Laughs!
Establishing Yourself as a LOCAL AREA EXPERT
For real estate agents and local business professionals, carving out a reputation as a go-to local expert is invaluable.
Below are tailored strategies for real estate professionals eager to become their community’s trusted authority.
Deep Dive into Local Insights
Gain an intimate understanding of your community’s pulse—its history, cultural nuances, and what makes it tick. Keep abreast of housing trends, economic shifts, and unique local attributes that influence the market.
Hone Your Specialty
Pinpoint a market niche that aligns with your community’s specific needs. Whether it’s a focus on historic homes, luxury properties, or first-time homebuyers, specializing sets you apart.
Forge Local Connections
Immerse yourself in the community by attending events, joining local organizations, and engaging in activities that matter to your neighbors. Cultivating relationships with fellow businesses and professionals enhances your network and referral potential.
Boost Your Digital Footprint
Craft a compelling online presence with a professional website and active social media channels. Share insights on local happenings, market updates, and valuable content that positions you as the local expert.
Collaborate with Neighborhood Businesses
Partner with area businesses and groups for mutual promotion. These partnerships can broaden your visibility and reinforce your community ties.
Commit to Community Service
Demonstrate your dedication to your area through volunteering and supporting local causes. Authentic engagement with your community can significantly bolster your personal brand.
Educate Your Audience
Offer your expertise through informative content that addresses the local market’s nuances. Publishing guides, articles, or videos can make you the go-to source for real estate advice in your area.
Leverage Client Success Stories
Utilize testimonials from local clients to underscore your impact. Encouraging satisfied clients to share their experiences online can further solidify your reputation.
Engage with Local Media
Position yourself as a local real estate authority by contributing to local publications and websites. Offering insights on real estate trends or market forecasts can increase your visibility and credibility.
Maintain Cohesive Branding
Ensure your branding is consistent across all platforms. A recognizable brand identity makes you easily identifiable and strengthens your market presence.
Stay on the Pulse of Your Community
Keep informed about local developments, news, and events. Sharing your perspective on how these could affect the local real estate scene showcases your expertise and keeps you relevant.
By diligently applying these strategies, you can establish yourself as the definitive real estate authority in your local market, enhancing both your credibility and your opportunity for growth within the community.