Customer Relationship Management (CRM) and Impeccable Customer Service!

Not long ago we talked about the importance of implementing CRM systems. As a winner in your industry, I hope you critically analysed your own processes and the available products out there and took immediate action.

This week we will be following up on the topic and adding to it, just like a builder will add the walls on top of a solid foundation for a multi-storey building.

 Let’s take two stories as an example:

1. Buying a Luxury Car – When you go to test drive a luxury car, let’s say a Jaguar or something similar, a good salesperson will be asking questions to get to know you; to get an understanding of who you are, what you like and more importantly what you don’t like, so that he / she can utilise this knowledge to persuade you to buy that expensive but lovely car. One sales agent I know of asks the question: What kind of music / artists do you like? When you do purchase the vehicle and return to the dealership to pick-up your new car, a stack of cd’s with all your favorite music is waiting for you!

2. Le Meridien Hotels – one of the well known, luxury hotel chains, has a unique service to ensure their clients always return to their hotels, anywhere they go in the world. So how do they get their clients to be so loyal? When you first go to one of their hotels they ask you a bunch of questions, silly things like what kind of pillows do you and your partner like (feather, downe, etc), how you like your eggs, do you like orange juice or apple juice, how do you take your coffee, etc. Silly questions right? Well, should you choose to stay with Le Meridien again, no matter where in the world you stay, when you walk into your room you will have your favourite pillow on the bed and when you wake up, your breakfast in bed will consist of your eggs prepared the way you like them, alongside your preferred morning drink, etc.!

Now the simple question you may ask, as a fellow salesperson, is how in the world did they know all this information and remember it? I can’t even remember a person’s name, let alone his / her partners name or where they work, let alone their kids’ names!

Well let me tell you that this is where the best salesperson leaves the rest trailing behind.

Just imagine, you maintain as much information about your prospective buyer or seller and even if they don’t do business with you now, you keep in touch with them (via email marketing as discussed in one of our earlier blogs) and when they do come to discuss their options with you in a year or two, you’re able to say:

“Hi Paul & Wendy! How is [insert kids names here]? Are they still at [Name of school]? Etc. And did you get my [Birthday Card /Anniversary of Purchase Letter]? . . .”

If I talked to you like that, would you feel a rapport between us? Would you like to do business with me? I hope you say yes!

How do you achieve this in your business?

Step 1: Build a strong foundation for your business with a good real estate specific CRM system.

Step 2: Capture the Data! You will need a process where you are able to capture the required information while you are on the move. This can be achieved by a paper based form which you fill out as soon as you have spoken to a prospect (buyer or seller). This information can be entered into the CRM by yourself or by your PA so as to maintain the accuracy of your CRM system.

Step 3: Implement the process. Time and again we have seen many agencies implement a fancy CRM program and even design a very good system but do not follow through. This is where your CRM supplier has to play an integral part to coach / consult with you to ensure the implementation is successfully carried out over the first 90 days. As soon as the Agency has been using the system continuously for over 90 days, it becomes second nature and the chances of falling back to the old ways of doing business will be reduced.

A Quick Brightfox Plug!

Brightfox is one of the world’s leading providers of CRM software and online marketing solutions for the property industry. We have a suite of software applications to suit individual agents, small, medium and large agencies, multi-office agencies, property developers, investment networks and retirement village developers and managers. We would welcome the opportunity to show you how we can help your busines, so please do not hesitate to contact us.

Action Plan:

• If you have not finalised a CRM system as yet, please do so. And when you are talking to your supplier, please enquire on whether they provide a consulting / coaching system to ensure successful transformation of your business processes.

• Decide on what kind of information that you would like to obtain from your prospects (buyers / sellers) and put it in a form / CRM • Start collecting information today!

• Put a plan in action for sending cards to your prospects / clients for birthdays, anniversaries, etc.

As always, please let us know your feedback on this or any other idea, as your feedback helps us to continuously improve these strategies. And don’t forget to pass these insights on to your friends / colleagues and help share the success!

Google+ What’s the potential benefit for your business?

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Google+ ImageWill it be just another social networking site . . . ? Or with the backing of the Google brand and some added features and benefits, could this be the dawn of a new age of Enterprise capable social networking?

Having already exceeded its maximum allocation of users within 2 days of its test launch, there is obviously a demand to see what’s new and where Google is going to go with this. After the failure of its first two attempts at social networking – Wave and Buzz – I’m sure Google is giddy with delight at this kind of initial response from users.

But what’s new . . .

Google have introduced five main features to Google+

Circles – Unlike facebook, Google is providing the ability to group your ‘friends’. As an example you will be able to group your work mates separately from your family, friends or high school buddies; allowing you to choose what and how you share with each group.

Huddle – This allows a group chat functionality, instead of having several one on one chats. A particularly useful function for planning events or discussing a central topic with a number of people.

Hangouts – A video chat function, which allows users to see who’s online and chat face to face. Similar in nature to Skype but integrated with your ‘friends’ lists.

Sparks – Similar to an RSS feed, sparks will look for videos or articles it thinks you might like and if they take your fancy, have them ready for you to view anytime .

Instant Uploads – There is nothing particularly new with the concept of uploading photos and videos to social media sites from your mobile devices. But with smart phones running Google’s Android and Google+, you don’ even have to think about uploading because all the hard work is automatically done for you. All you have to do is log in afterwards and publish for your ‘friends’ to be able to view.

What does Google+ mean for the business world . . .

Looking only at the basic functionalities as described above there are numerous possibilities for integration into the business world. With instant uploads you have your very own ‘live feed’ to your social media site keeping your ‘friends’ and ‘followers’ up to date by the minute. With circles you will be able to group users based on preference or practice thus allowing you to send targeted information or marketing materials. Sparks will prove to be useful with up to date media related to your fields of interest, which you may have otherwise missed, sent straight to your account.

Unquestionably Google is targeting the consumer market with this new offering. But many industry commentators believe that there may be more to Google+ than meets the eye. With its collaborative tools and ability to build distinctly separated groups from the aggregate whole, many believe the fundamental building blocks exist for Google + to truly own the Enterprise Web, not just the Social.

Google+ and +1’s. The coming effect on search engine results . . .

What is +1’ing you ask? Google is now providing the users of Google+ with the ability to recommend or refer a website, google ad, video or image. They are calling this action +1’ing. This provides users of Google+ with the ability to make or see virtual recommendations.

The biggest overall affect that this will have is the return of  search and ad results in Google’s search engine which will be annotated with the number of +1’s they have received. This will effectively provided users with the ability to gauge whether something may be of use to them simply by seeing whether their peers have previously rated it as noteworthy.

While still only in a testing phase, the response to Google+ has been strong. But once fully released, will there be this predicted mass influx of users to make this the new Facebook? One thing is for sure, Google+ is definitely something worth keeping an eye on. To visit the Google+ page and read more about its features and stay up to date with its full release, click here.

The bubble has burst, but CRM is a shining light

It’s interesting to be heavily involved here, watching the changes unfolding on the Dubai property landscape. And no I am not talking about the Palms, The World and the other mega projects. The big change on the property landscape here is going on ‘inside’ the developers and real estate brokerages.

The bubble may have burst on the world and UAE property markets, however there are still sales to be made. There is more stock for sale on the market now that at any time in Dubai’s history and there are savvy buyers out there just searching for the right opportunity at the right price.

The big change that we are seeing in the market today is the adaptation of the sales and marketing processes in the leading property firms across the Emirates. Gone are the days of taking orders, the market leaders now understand the need for systemization within their sales and marketing departments to ensure ongoing revenue and survival through these tough times.

We are now seeing a sharp uptake in the implementation of CRM, Sales and Marketing systems across the UAE and broader Gulf region as companies adapt their sales strategies.

Detailed client profiling or “Buyer Matching” as offered by industry benchmark systems such as foxEnterprise give a sustained competitive advantage.

Automated business processes or workflows are now also routinely being implemented as businesses seek never to lose another prospective client.

These tools combined with the power of targeted email and sms marketing campaigns and the increasing effectiveness of property portals such as propertyfinder.ae, ArabianProperty.com and Dubizzle are ensuring that the real estate market in Dubai is still alive and kicking.

If the current trends are anything to go by, then I can only anticipate that the level of uptake of internal CRM and stock management systems, targeted and bulk e-marketing systems and the use of online marketing through websites and portals should go a long way towards seeing many of the existing players in the local property market not only come through this difficult period, but emerge on the other high as much more efficient and competitive real sales and marketing houses.