A satisfied customer is a best-performing asset. In any industry, customer satisfaction and retention are among the top priorities in a company’s business development plans. And rightfully so, emphasis is laid on extensive relationship marketing strategies and developing emotional intelligence.
Likewise, in real estate, customer satisfaction is a prerequisite to growth. The more emotionally connected your customers are with you, the more they would be willing to support your brand. And relationship marketing enables you to connect emotionally with your clients.
As a realtor, your relationships with customers continue after closing a sale because you need them to believe in your services and trust you with repeat business and recommendations. Since only good relationships can result in satisfaction, this is where relationship marketing becomes relevant.
Research backs a critical finding which shows that a 1% shift in relationship marketing will result in an 81.1% shift in customer satisfaction. So, you have to equip yourself with relationship marketing know-how that can expand your outreach.
How to Optimise Your Relationship Marketing Outreach
The principle behind relationship marketing is to promote lifetime brand loyalty by improving customer experiences and building meaningful relationships. Listed below are some of the ways to optimize your relationship marketing outreach.
1. Improve the Quality of Customer Service
Build an efficient customer service team and train them to handle difficult situations and criticism. Invest your resources into hiring knowledgeable staff who understand customer needs and demands and settle customer queries as and when they arise.
2. Invest in Technologies that Support Customer Relationship Management (CRM)
Investing in technologies that are CRM – friendly and will help in managing customer relationships and communications. Tools like ERP (Enterprise Resource Management) platform assist in organizing your customer service operations and provide structure to marketing strategies.
Investing in such technologies is a smart way to enhance the quality of customer service while amplifying your relationship marketing outreach.
3. Make use of Social Media Channels.
Engaging with your customers in social media channels is a lucrative way to expand your relationship marketing outreach. While having an informative website is sufficient to handle customer service, a social media presence offers a medium to reach out to prospective customers worldwide.
With billions of active internet users using social media to share and consume information, having an active social media presence helps manage customer demands and subtly encourage recommendations.
4. Benefit from Email Marketing
The correct information at the right time would immensely benefit the customers and help generate quality leads. For example, when customers browse for a particular product feature, you can send an email containing links to the product’s detailed description and specifications.
Analyzing customer behaviour with tools like CRM and sending them informative emails will profoundly improve customer engagement and nurture leads.
5. Collect and Track Detailed Customer Data
As the famous adage goes, “the devil is in the details”. Or, in this case, valuable information.
Apart from collecting basic customer information like name, location, financial and contact details, it is crucial to collect data about past purchases, browsing history, birthdays, anniversaries, referrals, etc., to meet their needs and solicit repeat business and patronage.
With the right data management strategy, collected data could be managed and effectively tailored to suit customers’ needs.
6. Evaluate Your Relationship Management Strategies
It is wise to periodically evaluate your relationship marketing strategy to assess whether a particular plan is lucrative or is a strain on your profits. Then, with advanced tracking tools and a mix of metrics, you can fathom the effectiveness of your strategies and work towards improving the same.
The standard metrics used are customer lifetime value, conversion rates, the strength of your network, website/social media traffic, and referral conversions, among others, to determine the success of relationship marketing.
7. Automate Customer Communications
As important as the personal touch is in customer communication, it also has to be spontaneous and hassle-free. Therefore, automating customer communications through emails, text messages, chatbots, and social media ensures that you don’t miss sending important communication.
For example, automating welcome messages and lead nurturing emails would save time and facilitate customer interaction.
8. Appreciate and Reward Customer Loyalty
There are a dozen ways to make customers feel valued and appreciated. From reward points to loyalty program exclusive offers, you can thank your customers for their support and trust in your services.
However, nothing says ‘thank you’ quite like a thoughtful gift. Gifts automatically become souvenirs of the relationship you have with your customers. And the more personal they are, the more memorable the relationship. And as a realtor, one of the best ways to appreciate customer loyalty is with closing gifts.
A thoughtful closing gift is a means to not only express gratitude over a successful business transaction but also to subtly encourage clients to continuously choose to invest in your services and garner their lifelong support.
Alright, and there are scores of automated gifting services on the web. You can pick and send a random, unremarkable gift, or you can take the help of a super-duper, AI-powered gifting assistant that does personal gifting with seamless efficiency.
Yes, you heard that right. Memorique is an end-to-end, hassle-free gifting service with a gifting algorithm designed to manage everything from picking the right gifts and ensuring delivery.
Memorique’s gifting process is as enjoyable for the sender as for the receiver, thanks to a constantly updated library of gifts based on Google reviews and user comments. Let us explain why.
For the sender:
Integrate your CRM with Memorique and specify the budget ($30-$1000) according to the occasion.
Send Memorique’s chat links to the recipient’s phone/email.
For the receiver:
Open the git link to discuss preferences through a short, friendly chat with Eva, and sit back and wait for your gift to arrive.
Memorique then analyses customer preferences and curates the most suitable gift based on the same. This activity ensures that your customers receive not only an appropriate gift but a gift that is personal, thoughtful, and memorable.
With an understated quality that it lends to enhance customer relationships, thoughtful and well-designed closing gifts are just what you need to expand your relationship marketing outreach.
The best kind of gift is from the heart. And one of the most important aspects of relationship marketing is the personal touch. Memorique offers the perfect solution to engage with customers with gifts that are personal and oh-so-delightful.