{"id":6533,"date":"2009-01-15T11:48:39","date_gmt":"2009-01-15T18:48:39","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=6533"},"modified":"2009-01-15T13:38:27","modified_gmt":"2009-01-15T20:38:27","slug":"a-call-to-arms","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6533\/a-call-to-arms\/","title":{"rendered":"A Call to Arms"},"content":{"rendered":"

Why, in an industry in which customer service is one of only two<\/a> ways to set yourself apart, have brokers been so wary of measuring customer satisfaction?<\/p>\n

It isn’t because agents don’t care. I’ve never met a Realtor who didn’t care about his customers. In fact, when we talked about Redfin’s customer satisfaction goals last week<\/a>, a broker immediately contacted us to ask how we measure customer satisfaction.<\/p>\n

Will the Brokers Who Measure Customer Satisfaction Please Step Forward?
\n<\/strong>I was going to refer him to someone else in real estate who uses our scoring system — we’re just beginners — but then I couldn’t find anyone else. Which is surprising, given that it’s the same system used by Apple, Costco, FedEx, American Express, Dell, Vanguard and literally thousands of other companies in virtually every industry — except real estate.<\/p>\n

The broker ended up scheduling a meeting with Redfin’s Matt Goyer at Inman Connect. It may have been one of the only Connect meetings explicitly about customer satisfaction all week. In looking over the otherwise dazzling agenda — I have been to both Inman and Bloodhound conferences<\/a>, and both are very good — I noticed that every type of marketing under the sun was in the program — except the one that works best: customer marketing.<\/p>\n

\"The

The Perils of Transparency Are Worth It...<\/p><\/div>\n

The reason measuring customer satisfaction wasn’t more prominent is because people think of customer testimonials as the old-school word-of-mouth that Realtors traditionally rely on, whereas Connect is all about the new school: YouTube, Facebook and Twitter.
\n<\/strong><\/p>\n

E-Commerce for Agents Not Houses
\n<\/strong>But the message matters as much as the new-fangled medium, and our message to the world has to be about the quality of our service. The same transformation in how consumers research listings will change how they choose an agent. Rather than meeting face to face to review listings, consumers now evaluate listings online. They can’t see or smell the house in person, so they bury their nose in numbers. When their first encounter with an agent is online, they’ll take the same approach.<\/p>\n

Therein lies the great fallacy in many people’s original Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Why, in an industry in which customer service is one of only two ways to set yourself apart, have brokers been so wary of measuring customer satisfaction? It isn’t because agents don’t care. I’ve never met a Realtor who didn’t care about his customers. In fact, when we talked about Redfin’s customer satisfaction goals last […]<\/p>\n","protected":false},"author":40,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,5,27],"tags":[285],"class_list":{"0":"post-6533","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","8":"category-redfincom","9":"tag-customer-service","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":6630,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6630\/a-tale-of-two-paradigms\/","url_meta":{"origin":6533,"position":0},"title":"A Tale of Two Paradigms","author":"Thomas Hall","date":"January 18, 2009","format":false,"excerpt":"Glenn Kelman's recent Call to Arms brought to light for me the two\u00a0 paradigms that exist within the realm of transacting real estate - the traditional broker\/agent-centric view and the evolving consumer-centric view.\u00a0 Ultimately both paradigms attempt to better serve the consumer, however, the perspectives are very different. Glenn's post\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3767,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3767\/truth-damn-truth-and-consumer-reports\/","url_meta":{"origin":6533,"position":1},"title":"Truth, Damn Truth, and Consumer Reports","author":"John Rowles","date":"August 5, 2008","format":false,"excerpt":"Consumer Reports has released a survey that shows that the national RE companies have successfully wrung every drop of meaning out of their so-called brands. I haven't had a chance to read the report, but there is enough on Inman today to get the gist: Even though Indie agents were\u2026","rel":"","context":"In "Carnival of Real Estate"","block_context":{"text":"Carnival of Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/carnival-of-real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8916,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/8916\/to-catch-a-theme-the-nar-cant-evolve-but-that-shouldnt-stop-you\/","url_meta":{"origin":6533,"position":2},"title":"To Catch a Theme: The NAR can’t evolve, but that shouldn’t stop you","author":"Teri Lussier","date":"June 18, 2009","format":false,"excerpt":"I've had reason to be contemplative for the past few weeks and it's given some small inklings an opportunity to germinate and link together into bigger ideas. Given the nature of BloodhoundBlog, I'm hoping a couple of bigger brains who read and write here, will help me get a better\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1423,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1423\/mortgage-brokers-how-everybody-can-win\/","url_meta":{"origin":6533,"position":3},"title":"Mortgage Brokers — How Everybody Can Win","author":"Jeff Brown","date":"May 14, 2007","format":false,"excerpt":"Almost three years ago we kinda sorta beta tested doing invitation only seminars for past clients of local mortgage brokers. It went like this. The mortgage guy went through his data base looking for clients who either fit the investor profile, (as defined arbitrarily by some bald dude) or folks\u2026","rel":"","context":"In "Investment"","block_context":{"text":"Investment","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/investment\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":116,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/116\/who-pays-whom-for-real-estate-follow-the-money\/","url_meta":{"origin":6533,"position":4},"title":"Who pays whom for real estate? Follow the money . . .","author":"Greg Swann","date":"July 21, 2006","format":false,"excerpt":"The second in my series of articles devised to tick off real estate brokers appeared in the Arizona Republic today. (Here is a more permanent link to a longer version of the article.) Torquing the brokers is not really my intent, just a secondary consequence. Next week we get to\u2026","rel":"","context":"In "Enduring Interest"","block_context":{"text":"Enduring Interest","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/enduring-interest\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":15293,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/15293\/hey-ron-phipps-i-say-the-national-association-of-realtors-is-a-rent-seeking-rotarian-socialist-conspiracy-against-the-american-consumer-can-you-offer-even-one-argument-to-refute-that-claim\/","url_meta":{"origin":6533,"position":5},"title":"Hey, Ron Phipps: I say the National Association of Realtors is a rent-seeking Rotarian Socialist conspiracy against the American consumer. Can you offer even one argument to refute that claim?","author":"Greg Swann","date":"November 9, 2011","format":false,"excerpt":"My friend and partner, the ever-more-Unchained Brian Brady, posted a Facebook link to a Wall Street Journal article on the current push by the National Association of Realtors for extended loan subsidies for the rich:To understand why 90% of U.S. mortgages are still underwritten by taxpayers, look no further than\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/6533","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=6533"}],"version-history":[{"count":9,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/6533\/revisions"}],"predecessor-version":[{"id":6623,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/6533\/revisions\/6623"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=6533"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=6533"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=6533"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}