Whack: Toss the mantra a�?our agents are our customersa��. The real customer is demanding we pay attention to thema��or else.A�A�
Many brokers call their agents their a�?customersa��. We thought that, by calling our agents our customers, we would please them, create loyalty and forge recruiting tools. This trend of calling agents a�?customersa�� was a reaction to the old-style a�?father knows besta�� management. Not a bad thought, but, unfortunately, too limiting. We assumed that, if we provided the services agents wanted, everything would be wonderful.
That thought process has sure gotten us into trouble. Why? Because we forgot that the person who actually pays commissions is called a a�?buyera�� or a a�?sellera��a��the end user. If the end user is unhappy, they vote with their feet. The result of our lack of focusing on the end user is plummeting commissions and alternative a�?agent-litea�� companies, relying much more on technology than personal service.A�
The bigger business world got it long ago. When is the last time you were asked about the level of service in a business you were using? Ia��ll bet you are asked at least once a week. The bigger world of business discovered long ago that they had to satisfy the needs of the consumer-and that those needs were escalating by the minute.A�
How do we put the real consumer first, providing the services that make them so happy they would never leave us?
- Quit hiring non-committed agents. They simply will not do the work, create a business, and serve consumer needs to warrant a a�?generousa�� commission
- Establish standards of production for your agents. What do you expect of thema��and when?
- Accept that a low-producing agent cannot and does not provide excellent servicea��and the consumer knows that
- Pretend you are a consumer. Which of your agents would you want to work with? Which of your agents wouldna��t you want to buy a home from?
If your agents aren’t your customers, what are they? Perhaps partners, as one very successful franchise has termed them. You decide.A�
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