This post will part of a series of branding issues relating to real estate brokerage.
How many times have you been let down by a promise by someone?
How many times has a company let down a promise to you?
- Were you promised amazing service at a restaurant and it was not delivered?
- Were you promised that the cable guy would be there from 8-noon and he didn’t arrive till 5:30?
- Were you told it would be one price and then when the bill came it was another?
It’s all about doing what you say you will do. I know it’s debated, but I personally love flying Southwest Airlines. Why? Because they deliver on their promise. They are rarely late, I know how I’m going to board, I know that there is no food, I know that my bag flies free. They have made it very clear what their brand promise is. Cheap fares, decent service, efficiency.
What about real estate companies? Many promise great service, how many agents within the company thoughactually deliver on that promise though? If you are an agent are you working for a company that sets you up for brand promise failure? Do they promise a technological edge and don’t deliver? Do they promise to do everything it takes to sell your home and they don’t?
As a broker do you have agents that are poor agents that don’t follow through to build trust in your company? Why?
In a world where trust is becoming even more scrutinized due to social media and the speed at which information is shared, why not starting building trust with your clients and potential clients by starting at your brand promise.