The Communication Conundrum

Real estate agents have to communicate with clients fairly frequently. In our world, it often feels like just that- frequently. But our perception is not what counts. If the client is dissatisfied with the quality or quantity of communication, they are dissatisfied.

I have had conversations that go like this: Client: We are in the dark on things. We want more/better feedback from you. Agent: We have spoken 3 times in the last 4 days.

Client: We had to call you. You don't call us.

In many peoples' minds, a conversation or update counts more when the agent initiates. Wrong or not, if the client is always making the first move, they feel like they are chasing their agent.

This is the case even when you answer your phone 100% of the time they call, or answer their emails or text messages swiftly.

Frustrating, isn't it? I mean, how can you initiate anything when you're so busy answering them to begin with?

So how do you get out ahead of this?

I'm glad you asked. Here are some best practices to make clients feel more cared for and for your sanity to be more intact.

• Manage expectations. Let clients know you will call them with an update on a designated day every week, even if there is no action to speak of. Put it in writing, and then follow up as promised or it's a broken promise, and broken promises are no bueno.

• At each stage of the transaction, send the client a note outlining the next steps and what to expect. In other words, if a seller has just signed the contract, send them an email about the next step. In most markets, it's the inspection. On my local market it is the appraisal. You can write a few thoughts out on both. for example:

  • The appraisal should be ordered within the next week.

  • The appraiser will need about 15-30 minute at the house.

  • If there is concern about an under appraisal, give them a few thoughts on how that will be handled.

  • The appraisal report should be available within a week of the visit.

  • You will follow up with the buyer agent to make sure the appraisal report had no issues.

• After you send out an expectation guide like above, call them and make sure they got the email. Then invite them to call or email you with any questions.

• If you have an update on the file, get it to them ASAP

  • "I heard from the agent and the appraisal was fine." Now the buyer is in underwriting.

  • I have changed status in the MLS now that contracts are signed. Congratulations!

  • Here are your web metrics from this past week

  • Of the 12 showings we have had, 4 agents had not submitted feedback. I am reaching out to them again.

• Use their preferred medium more often than not. If they like phone calls, call. If they prefer texting, tap away.

There is a compounding effect to proactive messaging. Now you are the one asking the questions. You have a growing paper trail of activity. And you are taking better care of them because at each step you are explaining to them what's next, what to expect, and what this means.

Initiate early and often with information they can hang their hat on, and you will have happier clients who have concrete evidence they are in good hands.

And they will be!