Sweating like a short-order cook
Letters From the Home Front
By Kris Berg, Wednesday, May 21, 2008.There is a fine line between service and servitude.
Real estate is a lot of things for the agent. It is consulting; it is business administration; it is public relations and marketing, and a lot of dry number crunching and contract management. Mostly, though, it is a service industry. So, where does one draw the line between providing exceptional service, when and where the customer demands it, and holding the line of professional decorum?
For me, this is a question as loaded as "what's for breakfast?" My children don't want three-squares served up over conversation and bonding. They want sustenance (or as we call it in our house, a doughnut) on the run. Our clients don't want a dining experience, and they don't want balanced agents. They want Pop Tarts. We live in a world of now. We have come to enjoy and even expect our gratification, like our videos, on demand. We want our messages in an instant and our service delivered at the drive-through window with no waiting.
We are working with several serious buyers right now. One couple likes to send their e-mails on the morning of the showings, e-mails in which they identify the homes they will be seeing just hours later over their lunch break. Note that these are not homes they would like to see, but homes they will be seeing. And we never know on which day or during which lunch "hour" we will be getting the nod. So we take on the role of personal chef, serving up the fast food at a moment's notice. Some days, our clients even phone in an add-on order five minutes before arrival consisting of a couple of other homes in the might-as-well category. On these days, they are in the mood for dessert.
In situations like this, the Pop Tart agent springs into action. Calls are made, schedules are rearranged, to-do lists are set afire, and family obligations are scuttled, all in the name of service. Or is it servitude? Our children, the ones who now refer to themselves as The Real Estate Orphans, learned to feign forgiveness long ago. At least, we tell them, we will be able to afford their therapy. But life as a Pop Tart takes a toll on us all. It affects our personal lives, our attitudes and, if we aren't careful, ultimately our business.
Meanwhile, I am currently manning the cafeteria line for many others. Most recently, I phoned one client with news of a new listing, which I knew she would want to see. She has been waiting for months for a property like this one to rear its beautiful, five-bedroom-with-a-view head. Yet, it was four days later when I finally received the return call. "I want to see it now." Unfortunately, now was a Saturday morning, which found me dressed in full vagabond regalia, by all accounts donning a fright wig, and elbow deep in a rare attempt at a meal requiring more than a can opener and an apology. Again, it was decision time. Do I spring into action, throw on my big-girl work clothes and heed the siren call of potential economic solvency? Or, do I scrap the project at hand, recognizing that briskets rarely pay the mortgage?
We find ourselves facing the same dilemma when wearing our listing-agent hats. Feeling like the on-duty emergency response team, we often receive calls from buyers, which we have come to refer to as the hostage calls. The most recent voicemail message warned us, "I am sitting in front of your home for sale. Call me back in the next 10 minutes." Or? If I am only able to return your call in 11 minutes, will the hostages die? It's not that we don't want to be responsive, and it's not that we don't want to expose our listings to all interested buyers. It's just that sometimes we are otherwise indisposed. Sometimes when the switchboard lights up, we are with other clients.
Sometimes, even the Pop Tart agent has to buy groceries or walk the dog -- or sleep. To make things even more complicated, I have found that I get very poor cell coverage in the shower.
For the record, the hostages didn't die. And the brisket was surprisingly edible.
Kris Berg is a real estate broker associate for Prudential California Realty in San Diego. She also writes a consumer-focused real estate blog, The San Diego Home Blog.
Berg will speak at
***
What's your opinion? Leave your comments below or send a letter to the editor. To contact the writer, click the byline at the top of the story.
All rights reserved. This article may not be used or reproduced in any manner whatsoever, in part or in whole, without written permission of Inman News. Use of this article without permission is a violation of federal copyright law.
Bookmarking Sites
You must login or register to post a comment.
Submitted by Chris Burdzy on May 21, 2008 - 5:31am.
I think you let your clients treat you this way, and it takes away from your professional image. Don't let people dictate your schedule, insist on them making an appointment with you. Do you think they could just call up their doctor and get an appointment in 10 minutes?
I've never sold homes to people who called and insisted on seeing a property right this very moment. I consider such individuals too spontaneous for home shopping, and usually time wasters.
You are not a short order cook. Your clients will regard you better if they see that you're in control.
Submitted by Kevin Seney on May 21, 2008 - 5:51am.
Easier said than done...
Everyone lives in a world of instant gratification.
We all have ADD.
My wife is a Dentist, and yes, she has patients call every day hoping to just "pop in" for an appointment, or they cancel at the last minute without a thought.
There is a great book out called "The Age of Speed: Learning to Thrive in a More-Faster-Now World" by Vince Poscente, which describes exactly what Chris said, but tells you what to do about it and how to make your life work in the new business environment.
Required reading at Bug!
One of the key topics we discussed at our Napa retreat last March in, was how our casual company attire has changed our agents business and reduced their stress. They also find that their clients are much less demanding, knowing that we come off as more casual and flexible.
The best part, is that our marketing system is always working, whether you are dropping the kids off at school, or watching their soccer game.
It is all about making your business life and your home life intertwine, comfortably, as they are no longer partitioned as they were in the past.
It is not a June & Ward Cleaver world anymore.
Lose the St. John suits and the Lexus!
You will enjoy your business AND your family again.
All the best to you, Chris! (but slow down)
Kevin Seney, Founder & CEO
Bug! Realty USA, Inc.
www.bugrealty.com
www.bugrealtyblog.com
Submitted by Jim Walberg on May 21, 2008 - 8:19am.
OK, Chris...here is my deal. Like Kevin, we have designed a real estate practice that is a bit in the middle of the scale from what you are describing. This is a business I have loved for the past 20+ years, and I still do. The key word is "boundaries". There is no way a client of ours would demand such an experience from their doctor or dentist. We are able to communicate the "rules" as to how the client and me interact. It is made clear to them that all of us have intense and busy lives. And, as a team we will figure out how to create a fun experience for them as we solve their real estate needs. I show houses in my shorts, t-shirt and baseball cap on the weekends...and even sometimes during the week. I ask the client permission if my dress is appropriate for how they are dressed. If it is not I will change. But, it is rare that they are dressed any differently than me. In addition to challenges of serving clients where both are operating from a postion of respect, my wife is my business partner and fellow Realtor. Yes, there are times when our schedules are chaos, and we eat dinner with our kids at 8PM, but, it is done with patience and understanding. Kevin suggested a book. One we have found to be invaluable is..."Customer Satisfaction Is Worthless" by Jeffrey Gittomer. I know you will eat it up. Hang in there and enjoy every moment of your days. They are the only ones you will ever have! Until next time. ( I also have two blog sites that are creating GREAT results. )www.CaribbeanIslandsREalty.com and www.EastBayRealEstate.com
Submitted by adrian sherwood on May 21, 2008 - 9:07am.
Produce a personalized virtual walkthrough for buyers showing only the part of the home they're interested in. Know as much as you can about them so you can link their desires/wishes to the homes features. Finaly, make sure your sellers see the video as well. It takes about 60 seconds. I know because I designed it.
Submitted by Mana Mahfoozi on May 21, 2008 - 9:30am.
On the one hand, Kris nailed the business beautifully...I felt the pain of last minute calls & appointments, always putting my personal life on hold to please customers. Excellent analogies & writing Kris!
On the other hand, I also agree with Chris' comments to not let customers take control of your life...to set boundaries of when you are available because life is too short to not create a balance & respect yourself, your own life, your family & friends. What if tomorrow you end up in a horrible accident that renders you unable to work or play? What will you be thinking then? That you should've given better customer service or that you should've spent more time with your family?
It's hard to find the right balance. It's a daily challenge for us all & each client is going to be different. Take it one client at a time.
Submitted by Graeme K. Brown on May 21, 2008 - 9:32am.
I would also suggest making people use whatever technology there is available outside of a traditional home tour. If you realize that many of these last minute stop-bys, don't translate into sales, you are better off investing in some more up-front listing tools. However, in tough times like these, there will always be the temptation to go for any sale, at any cost. And, truthfully, your best sales tool is yourself. Being there may just make the difference.
Graeme K. Brown
Submitted by Erika Beede on May 21, 2008 - 1:35pm.
Kris, excellent post! I have heard so many agents talk about their real estate business being a 24/7 business. Don't get me wrong, it is in a way. But there is a lot of technologies out there designed to assist you, so you aren't having to work 24/7. The unfortunate part is, many consumers only have the after 5 and weekends to look at houses; and like you mentioned, there is the NOW demand.
I was doing a direct sales job, and getting overwhelmed with the dates people were choosing for meetings, but I didn't want to tell them "no" and lose the sale. I went to my senior director with the issue and she said the exact same thing Kevin said (above). You wouldn't expect to go to a Dr. and get in and 10 minutes.
Plan to take a "day off" here and there; work out a cover shift with an associate and then do the same for that person.
Make a schedule of when you are "available" to meet with people. When someone calls you, tell them your time slots and asks what works best for them. Of course you will get the people who threaten you with calling another agent, but for the most part they should understand.
Ask the consumer what they specifically would like to know about the house. If it's just to take a peek and look around, ask if they would mind checking out your virtual tours online and then set up a time when it works better for you or to see if they are really interested. If they insist and sound like a motivated buyer, then try to make a time that works good if it's not a scheduled day.
Don't overwork yourself, it'll lead to you hating the job you once loved!
Good luck and keep up the good work!
Erika Beede - Marketing & Customer Relations
www.goomzee.com
Submitted by Diane Tuman on May 21, 2008 - 2:36pm.
Hi Kris: I can't imagine always being "on call" for clients, especially at the expense of your family and personal time. I know it's what you signed up for, but people need to be a little more respectful. For example, when I go house hunting and see a house that I "have to get into," I call my agent with expectations she could get me in within the next 48 hours -- not the hour -- unless she finds out there's a lot of action on the house and then she'll push it up sooner. My agent has always been very receptive and available, but I always wondered what kind of impact it has on her family. Maybe you can just stop being an RE broker and become the Erma Bombeck of the real estate scene -- and get paid for it!
Submitted by Kris Berg on May 21, 2008 - 5:27pm.
"We all have ADD." I like that, Kevin. Sometimes, I am a multi-tasking machine and others, well, just a wreck.
The balancing act is hard for a girl who just can't say "no." But, as a point of clarification, I do at least try to gauge the degree of genuine urgency. If a client has been waiting for a pink house with a koi pond and a gargoyle weather vane for 24 months when one of those hits the hot sheet, time is indeed of the essence, and the brisket can wait. If, on the other hand, no one's hair is discernably on fire, I am more inclined to schedule with care.