Customer satisfaction: Ask 'Why?'

Part II: Gauging customer loyalty in real estate

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Real estate clients would rather refer agents than brokers.

If a real estate client were to promote or refer someone, I suspect it would most likely be their agent, not the brokerage, with a few notable exceptions. It is the agent who regularly interacts with the client to build rapport and any positive emotional experience and bond. Consequently, the agent ought be the natural recipient of a referral.