“The greatest danger for a luxury firm is to lose its status as a differentiated, premium brand, but wealthy consumer perceptions suggest that luxury overall may be in danger of losing its cachet,” said Milton Pedraza, CEO of the Luxury Institute. “This calls for a renewal of efforts to be unique and exclusive and to execute well on customer service.
How does this apply to luxury real estate marketing? Real estate as a profession is a service business, real estate agents and brokers are service professionals.
Wealthy consumers look forward to quality service in the luxury real estate market. I find that in any business the persons that are thriving in their markets are the ones that are always on the ball because their customer service is remarkable. They are easy to access, willing to share their insights, passionate about their marketplace, return calls and emails promptly and are a delight to talk to. One of the top market leaders recently told me that you have to be nice to everybody regardless who they are or what their status in life is. He returns everyone’s calls personally. As a result his client lists grows and referrals are plentiful.
If social media, websites and google were all taken away excellent service, manners and incredible communication skills will be all that is left to run a real estate business. Possessing the skills that allow you to render quality customer service to your clients are sometimes the only things that matter. You must become relationship oriented, network face to face and practice the fundamentals of business. Tech should not be the priority focus in your success equation.
Luxury by definition implies rarity and exclusivity. Given the results from the Luxury Institute, it is evident that customer service is a key indicator in choosing a brand/service professional. People will remember you for your luxurious service. In realty practice, I feel that customer service should take priority, and technology should facilitate customer service.
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