When I first entered the business, I worked as a broker in a well-known company in Shanghai. There are 1 manager and 12 agent in the store.
I am bent on making money, work very hard and get off work after ten o'clock every day.
In the first six months, the whole store ranked first, followed up the most, and stepped on the plate most actively.
But at that time, I was most afraid of people saying:
"Xiao Lin, you have worked hard."
Because when you don't make achievements, all you have left is praise and hard work.
The most embarrassing time was the seventh month after I came to Shanghai. At that time, I only had 7 yuan left on me.
I held my breath, borrowed money from my good friend and went on working. The question that bothered me at that time was:
What should I do?
Did I do the right thing
How can we see the effect?
Later, under the guidance of a senior, I completely solved this problem with a systematic method.
This method has been accompanied by my later career until I became a sales manager and store manager myself, and then I started my own brokerage company, and I have been passing this idea on to my broker.
Later, after reading some books, I realized that this idea is called:
Customer relationship management.
I know customer relationship management. It's simple. It is your ability to make customers willing to pay for your services. If you do better, you can also let customers recommend more customers to you and create greater value.
Customer relationship management as a broker is mainly divided into three stages:
In the past scenes, the first action of a broker to meet a customer was to hand over a business card. Business cards can convey the company name and contact information of brokers in a standardized way, which is the first step to quickly establish trust with customers.
In the Internet age, there are fewer and fewer opportunities to meet customers face to face for the first time. The first step for customers to find a house is to ask for help from various apps//websites. In this instant messaging chat network, paper business cards are gradually replaced by electronic business cards, and electronic business cards begin to help brokers establish a reliable and formal image online.
The key to meeting customers for the first time is:
1. Quickly and standardly output personal business cards to create an impression;
2. Complete the export of house value and create trading opportunities.
How to quickly recommend housing to customers, become the first broker to hit the user's demand point, and most likely become the first person to establish a good customer relationship with customers. This requires brokers to have the ability to introduce the most accurate and high-quality housing to customers anytime and anywhere.
Some of the brokers I have met have not contacted their clients for a month, and the clients have forgotten who they are. However, there are also some brokers doing well. Even after a year, customers will think of him first when they want to sell a house, and feel reliable.
Why? In fact, there is no other reason, because this broker has only done one thing, that is, to continue to operate his own WeChat circle of friends and maintain customers as friends.
In the language of the Internet, he runs not only a circle of friends, but his own private customer pool. Metaphorically speaking, it is to raise fish with a circle of friends.
A broker who can operate will definitely do these four things:
Buying a house is a decision-making behavior. When choosing a broker, it is the same as choosing a lawyer or a doctor. Everyone wants to choose a professional and reliable broker.
So in the eyes of customers, they are like this:
The process of maintaining customer relationship is like throwing fish feed into a fish pond.
Different types of content are different kinds of feed, and some customers pay attention to real estate finance, foreclosure loans and down payment loans. Some customers like second-hand houses in this area, and some customers prefer new houses that are about to open.
There may be 2000 friends in your circle of friends, but among these 2000 friends, do you know how many people are still looking at houses recently, how many people want to sell houses recently, and how many people are still paying attention to the dynamics of the real estate market at all times? If you don't know these groups, they have no meaning in your circle of friends.
Operating a circle of friends through different contents is to fish out those fish that are still concerned about real estate and those who may become your customers in this vast fish pond.
This is the process from fish farming to fishing, from maintenance to realization.
Nowadays, brokers have many content channels besides making their own. They can find a lot of real estate information from headlines, Baidu and friends circle to forward every day.
However, it is difficult to catch fish only by forwarding these contents, because if you can only find it by the active praise and comments of customers, then the efficiency of catching fish is too low, which is undoubtedly a needle in a haystack.
However, after the traffic pool is completed, enterprises can obtain the browsing data of WeChat visitors through tools. Judging customers' needs and labels through the browsing tracks of these visitors, the marketing of real estate brokerage companies needs to establish a scoring system for customers according to their own business model, customer characteristics and the matching degree of their own houses, so as to match them with suitable houses.
Today, real estate agencies in China must combine technology with marketing to manage their clients. Among them, how to do a good job in content, management and customer tracking is a test for every real estate agent.
Welcome to leave a message in the comment area and share your company's solutions in the marketing process ~
Keywords: real estate; Broker; Real estate agent; Buy a house; Selling a house; Customer management; Marketing;