Brokers Can Learn Customer Experience Lesson From Mercedes Benz and Others

If you have been to a hotel or purchased a car in the past few years, you have likely received high quality customer service as well as a survey and feedback request. According to Gartner, "Today, 89 percent of marketers compete primarily on the basis of customer experience."

For major companies and brands, the process of issuing a satisfaction survey after the service is complete is long expired. Today's companies are measuring every touchpoint that a brand has with the customer—and for good reason! Real estate brokers can improve their performance by going deeper on tracking and improving the customer experience.

Before social media, brands were able to weather the bulk of consumer complaints. Unless the brand had a major public embarrassment, nobody really knew about a brand's performance. Today, we hear about every bad Uber experience or every great Airbnb experience, and just about every interaction that our friends and family have in real time. Despite this enormous shift, real estate is still in the dark ages of reputation management as real estate brands use basic surveys to get feedback after a final transaction. This approach generally results in a bunch of data they can't act on and customers who don't feel listened to.

When consumer experience is only measured at the conclusion of a transaction, it is often too late to improve the experience. Real estate organizations have a massive opportunity to collect feedback throughout the various stages that consumers go through to drive higher conversion through a more frictionless experience.