There’s always something to howl about.

Do Clients Spell Service R-E-S-U-L-T-S? Bet They Do

Lately I’ve wondered if some of you have noticed the same thing I have. I’m talking about the how the concept of service has been elevated to somewhat of a deified state. Giving superior service is always part of an excellent business plan, but it seems to me it’s reached critical mass as it relates to the profitable use of our time.

For the record, one of the most repeated observations we hear from prospects and new clients is how much time we spend with them answering questions, both asked and unasked. Or for how quickly they receive responses to emails or voice mails. How we take care of Murphy when he shows up. Though we do serve some damn fine coffee in our office, our clients understand where our real value resides. We get them from Point A to Point B — a lot easier said than done. They don’t waste our time, and we freely give them ours. They know we’re available to them without explanation, and it’s much appreciated. When there are problems, we don’t look for who to blame, we solve it. Then we locate the culprit. 🙂

Last week I wrote a quick post about The Eight Hour Day which generated comments taking the topic on a side trip — not an uncommon occurrence here. It was a worthy detour, as some Bloodhound contributors chimed in with their thoughts. The spinoff topic was time spent servicing ongoing clients. Tom Vanderwell asked this question — How do you balance the “maintenance” of clients with the need for marketing time?

Sean Purcell jumped in with this answer.

You don’t.

I know that sounds flippant, but the two do not balance. One is an absolute necessity, like breathing, and the other is something you do as part of your job — for now. They truly are that far apart in importance.

Marketing is the life blood of your business… (emphasis mine)

I don’t know how to say that any better. Truth is what it is.

But my gripe with all the talk about giving ‘world class’ service, or, ‘we spoil our clients’, is that in my opinion it puts the emphasis on the wrong syll-A-ble. If I hear the hackneyed cliché, “We’re in the service business after all” one more time I’m gonna lose my lunch. How ’bout this instead?

Do your job, don’t say the ‘F’ word in the process, and produce your client’s desired results in a timely, professional manner. Did I mention the dreaded ‘R’ word? Are agents quaking in their boots at the mere thought their value might be measured by the results they produce and not the service they provide? Oh, the humanity.

Sellers wanna sell, buyers wanna buy, and if you can get it done without insulting their mamas, 95% of them are gonna be happy as bugs in rugs. Answer their questions in rich detail. Answer the questions they don’t know to ask. Explain the process thoroughly. Let them know what to expect as far as your time. Here’s another nugget from Sean, an example of what he might say to a new client.

In the interest of full disclosure, I must tell you there are agents out there who have lots more free time, if you know what I mean. If you’re not as interested in a dedicated professional as you are someone who can hop seven days a week to look at homes you’ve found on the internet, I’ll give you some good names.

Let’s take this out of real estate and use your doctor as an example. His staff is pleasant as you call and set an appointment. His waiting room is comfortable. He meets with you in a private room, doing his best to diagnose your problem, and begin a proper course of action. He does his job, which is taking you from feeling bad to feeling better — if he can. If not, he does his best to ensure you’re put in the hands of someone better equipped to deal with your malady.

Where’s all the extra service? What, no choice of coffees from around the world? No freshly baked cookies? I demand better service!! That doesn’t cross your mind, as you came in on Monday with a bacterial infection, and you’re walkin’ on the beach Saturday afternoon enjoying the sunset, feelin’ fine as wine.

Getting R-E-S-U-L-T-S is the name of the game people. Service is doing our best to make the process less stressful than lancing a boil. I’m being a bit sardonic here, but you get the point, right? Giving great service with mediocre or no results doesn’t cut it. Giving service to the point it negatively impacts your bank account is just plain stoopid.

Of course, and I say this mostly seriously, there are those for whom receiving praise for their wonderful service is the equivalent of a commission check. That’s a good thing, since in the long run there are checks they’ll never earn due to the time wasted giving superfluous service. There’s nothing wrong with that if it’s what floats your boat. But if dead presidents under your control are a more attractive option…

There’s a segment of real estate professionals out there who consistently pound home how great their service is, as if service equals excellent results. How much time is wasted doing unnecessary things in the name of service, when the front end of your pipeline is being neglected? Results suffer when the go-to guy, um, that’d be you, begins spending inordinate amounts of time ensuring their clients are treated as if they’re at a day spa.

There’s a difference between doing your job, and turning that job into one more suited to a hotel concierge. Your job, boiled down to its essence, is to produce the results for which your clients have promised to pay handsomely. If your operation isn’t built upon your consistent ability to produce timely professional results, you’ll find a large portion of your rewards have little to do with dead presidents.

There — I feel much mo betta.