WHEN YOU HAVE UBER, Airbnb and Ama­zon de­liv­er­ing ex­cep­tional con­sumer ex­pe­ri­ences in other in­dus­tries, con­sumers ex­pect the same in real es­tate. Kur­tis Pirotta looks at how you can dif­fer­en­ti­ate your ser­vice in the eyes of the client.

Elite Property Manager - - Contents -

Kur­tis Pirotta

Prop­erty man­age­ment has and al­ways will be about serv­ing peo­ple. We can get so caught up in a world of leg­is­la­tion and com­pli­ance that we for­get many of our land­lords aren’t al­ways aware of what we do and why we do it.

Prop­erty man­agers have an op­por­tu­nity to ex­ceed ex­pec­ta­tions and de­liver an ex­cep­tional con­sumer ex­pe­ri­ence by hav­ing a point of dif­fer­ence.

How­ever, when I speak with prop­erty man­age­ment busi­nesses all over Aus­tralia, I'm of­ten told that their point of dif­fer­ence is one of three things:

Ser­vice Com­mu­ni­ca­tion Knowl­edge

Th­ese three points of dif­fer­ence have been the same for the last ten years and con­sumers hear this when they do their re­search. When you can’t dis­tin­guish your­self from your com­pe­ti­tion, you fall into the sea of same­ness – which is what hap­pens a lot in our in­dus­try.

For a USP (Unique Sell­ing Propo­si­tion) to be unique, it must be un­like any­thing else. How­ever, in to­day’s real es­tate land­scape, ev­ery­one is do­ing or say­ing the same thing. Three out of five land­lords are more in­ter­ested in the in­di­vid­ual agent they would be deal­ing with than the agency.

I be­lieve the big­gest op­por­tu­nity for our prop­erty man­age­ment su­per­stars is to cre­ate a list of 75 things. Th­ese are the things you cur­rently do and will com­mit to do­ing for your clients. For ex­am­ple, you might say to a new land­lord that you will do th­ese 75 things within the next 48 hours to en­sure you are do­ing ev­ery­thing you can to se­cure the best tenant for their prop­erty, in the fastest pos­si­ble time and for the high­est rent. They should be things you al­ready do in your busi­ness as a min­i­mum stan­dard. You might think that 75 things is a lot, and you are right. We need to start think­ing about the value we pro­vide to land­lords on a daily ba­sis and the things we for­get to tell them about.

When we cre­ate a list of ser­vice prom­ises we have a com­pelling story to tell our land­lords. It re­minds them that we are worth our man­age­ment fee, mar­ket­ing in­vest­ment and so much more.

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