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The Often-Overlooked Secret to Better Real Estate Marketing

Editorial Team March 15, 2013 0
The Often-Overlooked Secret to Better Real Estate Marketing

If you want to sell real estate in the age of social networking, you know business cards aren’t enough.

So you have your website, your blog, your Pinterest, your Facebook, your Twitter … Each of them showcasing lovely photos of your properties. You’ve got the Tweets, the Likes, the Pins, the traffic, and—fingers crossed—you’ve got the sales that make all that social media networking worthwhile.

What else can you do to dial up customer interest and ramp up your business profile? Well, a customer satisfaction survey, of course!

Why a survey? The simple answer is, if you don’t ask your customers how to improve, you won’t really know how to improve.

Here are some good reasons for any real estate professional to conduct a customer satisfaction survey:

  • It shows that you value what your customers have to say.
  • It enhances customer loyalty.
  • It allows you to obtain valuable feedback on your products and services that you may not be able to get from a face-to-face interaction with the client.
  • It enables you to gauge where you are compared with the competition.
  • It delivers intelligence about your competitors in the real estate market.
  • It informs you of new products and services that your clients have seen elsewhere.
  • It encourages repeat business.
  • It guides your marketing priorities and requirements.
  • It provides an official channel for customer concerns, reports, and suggestions.

In the old days (before the real estate business went online), you’d need a marketing consultant to help you formulate the questions and hand out a form for people to fill out by hand. Now you should think of using an online survey provider to reach the most number of clients. Providers such as polldaddy.com make it easy and intuitive to design the survey form. They also provide convenient interface features such as radio buttons and check boxes that expedite answering.

Should the survey be anonymous? Anonymous responses might make the client more likely to be brutally honest. On the other hand, if you know who is filling out your survey, you’ll be able to follow up with a dissatisfied customer and try to win them back. Which route you take will be up to you and your goals.

Keep the questions simple. Complex questions meet a simple fate: they aren’t answered. Start with a five-level satisfaction indicator (“strongly agree,” “agree,” “no opinion,” “disagree,” and “strongly disagree.” This way, you don’t unnecessarily and artificially constrain your respondents’ replies.

Limit the number of questions. Ten should be your ceiling; beyond that, you run the risk of your survey being discarded. These surveys aren’t interviews; they are measurement tools. What sort of questions will you ask in your survey to take the best measurements? For the most part, the following survey questions would be a great place to start:

  • How did you hear about us?
  • How satisfied were you with our services?
  • Would you recommend us to others?
  • What changes do you suggest we make?
  • Who was your agent?
  • Was your agent quick to respond to questions and easy to reach?
  • Was your agent professional?
  • Was your agent knowledgeable?
  • What service did we fail to provide?
  • How was your overall experience?
  • What features would you like to see us add to our website?

One more question can be of great use to your marketing campaigns in the future, so don’t fail to include it:

  • May we use your name and comments in our advertising?
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