Customer Experience

A Welsh family walks into a Melbourne real estate office…

Today is Random Acts of Kindness Day. It’s not a day I’ve ever taken notice of before, but as I began planning February content for Property Republic and our clients, I started to wonder how we could use this key date to generate content. It then got me thinking about what random acts of kindness I’ve experienced in the property industry – but as a 23-year old who still lives at home, my experience in purchasing property is non-existent.

I did, however, recall an experience my parents had during my childhood, and it went a little like this:

I migrated to Melbourne from a small Welsh town when I was 7, along with my parents and sister. We’d never been to Melbourne before (not even for a holiday). My parents didn’t have jobs lined up, we didn’t know anyone, we didn’t own a car and we didn’t have a house or rental property organised either – we’d never even gotten on a tram before. As we came to the end of our stay in our Bourke Street apartment 3 weeks in – my parents’ tireless search for a rental property proving futile thus far – the stress started to set in. Where were we going to live?

In an act of sheer cluelessness and desperation, one day we got on a tram to see where it would take us. As luck would have it, we got on the number 59 that runs from Elizabeth Street to Airport West. As we passed through the suburbs of Ascot Vale and Moonee Ponds, my parents (for the first time since we had arrived in Melbourne) started to feel like they’d found a place to call home. So, we jumped off the tram at the Puckle Street stop and proceeded towards a real estate office that we had passed a few streets back.

We were greeted as we entered, not only by the sales representatives, but by the relief of aircon, which was a godsend for four Welsh people in 40-degree heat.

I don’t remember much of the conversations that went on between my parents and the sales assistant that day or in the days that followed, nor do I remember his name or his face. But I do remember that he took the time to listen to my parents’ needs and worries. He drove us around to many rental properties in his own car over the period of a week or so. He provided reassurance and support to my parents when they had no other adults to turn to. I also know that he was the topic of many future conversations when our friends and family overseas would ask about our migration experience. My parents raved about him – for years! And even stated that it was thanks to him, his friendliness, helpfulness and ability to help us find the perfect rental property, that we remained in Melbourne.

I guess what I’m trying to communicate by telling this story is that delivering an exceptional customer experience is priceless – not only for your customers, but for your business, too.

If more and more property developers, builders and other property businesses begin to value the customer experience and place their customer at the forefront of their initiatives, major sales slumps, a lack of enquiry and negative reviews will naturally improve.

This story also brings to mind a quote I heard recently:

“People won’t always remember what you said, but they will remember how you made them feel.”

So, how do you want your customers to feel when they visit your sales office or display home? What do you want them to tell their friends and family? What do you want them to remember?

If the numerous cost and business-related benefits associated with the delivery of a quality customer experience isn’t enough of an incentive for you to prioritise your customer today, in the spirit of Random Acts of Kindness Day, consider the positive impact your actions could have on just one of the customers you’ll interact with.

The Property Republic team are experts in customer experience. If you’d like some help refining your customer journey and your overall CX strategy, get in touch today!