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Sign into your accountHow To Use Your VOW Website To Retain Clients for Life
April 12 2010
In this fifth of a series of five articles about Virtual Office Websites, or VOWs, we are going to discuss the ways to use a VOW to work more effectively with past clients.
Many REALTORS® fail to stay connected to clients they have already done transactions with. Evidence of this is borne out in NAR's 2008 Homebuyer and Seller survey.
Nine out of ten consumers would use their agent in a future transaction, but only one in ten use the agent again for buying, and only two use the same agent for selling! Granted, the opportunity for working with a client in a future transaction must be overcome by circumstances that the agent does not control. But staying in touch with past clients today requires different tactics. Greeting cards, newsletters and an array of other marketing mush are good touch points, but a new form of client engagement on a business level is far more compelling and can be delivered with a Virtual Office Website.
Consumers have an expectation that their stockbroker provide them with a monthly report on the performance of their portfolio. The report is automated, but offers the customer an opportunity to connect with their broker to ask questions about buying, selling, investment strategies and the like. If the client has a concern or is interested in making changes to their portfolio allocation, the stockbroker stands at the ready to serve. With a VOW, real estate agents may provide the same level of professional service. Clients will gain an understanding of the marketplace; it will build confidence in your integrity, professionalism, and encourage referrals. Think of your VOW as a relationship enabler.