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Customer service is the new marketing

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

SAN FRANCISCO -- Real estate professionals know that to foster loyalty in their clients, customer service is key. "Handshakes, smiles and thank you notes have always helped keep customers," Wendy Lea, CEO of Get Satisfaction, told attendees at Real Estate Connect Wednesday. But in a time when three-quarters of Americans -- 230 million people -- are online and both consuming and producing vast quantities of information, customer service online is essential to marketers who want to help potential clients filter out all the buzz, Lea said. Consumers use social networks, in particular, to both interact and gather information concerning every detail of their lives -- including what products and services they use. It is in that sphere that real estate professionals need to build "authentic, open conversations" about their business with consumers, Lea said. "Engagement is the sticky factor. You have to build up enough activity so that engagement can be created and...