Our office is located in a High Street shopping mecca, where yummy mummies, comfortable retirees and suit-wearing real estate agents blend. It makes for interesting retail experiences.
It’s guaranteed that someone will behave badly to a retail assistant at least once a day.
“The wait for the coffee is too long.”
“The coffee isn’t hot enough.”
“There’s no room for the double pram.”
“I ordered a goose!” (True story about a woman going off at a butcher).
This is often rude behaviour over a $4.50 coffee.
Imagine what would happen if they were asked to purchase a block of land without being told the price beforehand.
Or if they were told to wait outside in a queue from 7am and we’ll get to you by 10am.
Today’s consumer is far more sophisticated than we give them credit for. They know all about you before you even know they exist. They spend hours at night on their phone or tablet researching you and your competitors, scrolling through pages of home designs and available house and land packages.
So why do we treat our customers so badly?
I recently spoke with a group of project marketing consultants and asked them if they would travel to a car dealer to buy a $15,000 Hyundai without knowing how much it was going to cost. They all answered, “No.”
“So, why do we expect people to purchase a block of land for $295,000 without knowing the price?” I asked them.
Here are some of the bad habits I believe we have developed over the past few years and what your new norm should be:
|Bad habit||Best practice|
|Providing 24-hours’ notice that new land is available.
|Your prospects are well-informed and educated because you provide them with a range of readily accessible information in multiple formats.
The process is at least 2 weeks in length, giving them time to seek relevant advice.
|Block availability and pricing are not listed on your website.||Prices are listed on your website and your stock list is updated daily.|
|Only sending out ‘for sale’ messages.||Educate first and sell second.|
|Follow up phone call for new enquiry and leaving a message ticks a ‘follow up’ box.||Follow up phone call is part of a mapped customer experience with a clear objective.|
|One voicemail message is considered ‘followed up’.||Make multiple calls at different times of the day to ensure you give it your best shot.|
|The phone call is not personalised based on the enquiry.||Take the time to see if your enquiry has given you some information on their product requirements and talk directly to that.|
|Sending an email with multiple attachments (price list, masterplan, design guidelines) after initial enquiry.||Delivering a mapped out nurture sequence that educates and entertains the prospect. It’s too early to send design guidelines.|
|Sending an email with spelling mistakes.||Getting someone to proofread your emails.|
|Sloppy data collection.||Data collection and integrity is a key part of your strategy.|
Do you have any other bad habits that you would like to see stamped out?