Let’s start with a fun fact: local businesses that put customers first are about 60% more profitable than their competitors. Impressive, right?
But what does it actually mean to be “customer-centric”?
Customer-focused vs. customer-centric
At first glance, being customer-focused and customer-centric might sound the same. But here’s the difference:
- Customer-focused businesses aim to sell things to customers. They measure success by the number of transactions and often rely on processes that work best for their sales team.
- Customer-centric businesses take it a step further. They put the customer at the heart of everything. They focus on offering incredible service before and after the sale, create processes that work for both buyers and sellers, and base decisions on customer feedback—not just historical data.
The bonus? A customer-centric approach doesn’t just benefit your clients—it also boosts team morale and creates a stronger, more motivated workplace.
Is your agency customer centric?
Before you’re ready for any shift, ask yourself these five questions to uncover insights about your clients’ perceptions and experiences with your estate agency:
1. How do your clients feel about your brand?
Understanding how your brand is perceived gives you a clear picture of whether you’re meeting, exceeding, or falling short of customer expectations. Positive brand perception fosters trust and loyalty.
2. What’s the best thing about their experience with you?
Identifying what clients love helps you emphasise and build on your strengths. These strengths often become unique selling points you can lean on to attract more business.
3. What’s the worst thing?
Identifying pain points allows you to address and resolve them. If clients feel frustrated or neglected throughout the process, it undermines trust. Improving in these areas strengthens relationships and enhances their overall experience.
4. Are you building real relationships or just closing deals?
Clients want to feel valued, respected, and included in the process. When you treat them as people with dreams and fears, you build genuine connections and ensure they see your agency as an advocate for their needs.
5. Will they remember your name in five years?
Creating memorable experiences means you stay top of mind, increasing the likelihood of repeat business and referrals. Lifelong clients result from consistent, positive interactions and a focus on long-term relationships.
Asking these questions ensures your agency prioritises customer experience, leading to loyalty, referrals, and a strong reputation.
Four simple steps to become a customer-centric agency
It’s not a quick switch, but making your agency customer centric is 100% doable. It comes down to four key steps:
1. Start from the outside in
Think about the last time you tackled a puzzle. You didn’t start with the tricky middle pieces, did you? You began with the corners to build a solid foundation.
That’s how customer centricity works—you can’t truly help your clients unless you understand what they want. This means taking an outside-in approach: looking at your agency through your customers’ eyes and using their needs as a guide.
As an estate agency, you’re already in regular contact with buyers and sellers. Use those interactions to ask questions, listen carefully, and figure out what your customers really need.
2. Craft a strategic narrative
A strategic narrative is like your agency’s north star. It’s not just about what you do—it’s about why you do it and the impact you’re creating for your clients.
This narrative will help unite your team around a shared purpose and shape how you interact with customers. For a real estate agency, your mission might be something like: “To match families with homes where they can create lasting memories”. You could make this a shared effort by asking sellers to share stories about their homes and weaving those into your marketing materials.
Once you’ve figured out your narrative, make sure it’s clear how your agency and your customers fit into the picture. Everyone—from your team to your clients—should feel like they’re working toward a common goal.
3. Get your team on board
Customer centricity isn’t a one-person job. It requires a cultural shift where everyone—from the receptionist to the agency owner—buys into the vision.
Here’s how to get started:
- Share your strategic narrative with the team and address any questions upfront.
- Create moments for shared success. You could do something like celebrating settlement-day photos or happy buyer stories.
- Ask your team for ideas on how to improve the customer experience. People are more likely to embrace change if they have a hand in shaping it.
4. Leverage technology to build better experiences
Once your strategy is in place, leveraging technology like a estate agency CRM can help you take it to the next level.
Here’s how:
- Communicate with customers in the way they prefer—whether it’s text, email, phone calls, or social media.
- Use your CRM to track and analyse customer feedback alongside historical data. This helps you stay ahead of ever-changing needs.
- Make sure your CRM gives you a full view of each customer. For instance, you could use it to track when a family last moved, their home requirements, and future milestones. That way, when it’s time for them to move again, you’ll be ready to help.
Rex CRM is designed to enable you to put your customers at the heart of everything you do. By combining powerful tools for managing inquiries, tracking customer interactions, and analysing data, Rex CRM ensures you’re always a step ahead, ready to anticipate customer needs and deliver exceptional service.
So, are you ready to put your customers first? Let’s book a demo and make it happen.
