Coaching Corner: Do you know your consumer?
By "Coach" Marilou Butcher Roth
Consumers are changing. The consumer from 5 - 10 - 20 years ago is different from the consumer of today. Remember, you too are a consumer. We sometimes forget that when we are working with clients.
Years ago, when I first was licensed, consumers would believe the information they were given, at least for the most part. They would trust what they heard unless they learned something to the contrary. The consumer of today comes into situations somewhat differently -- more skeptical perhaps. They/we have raised our expectations, which is a good thing. The question is, are you creating experiences for your clients that meet those expectations?
Part of the change, I believe, is also the perceived lack of time. People are busy, possibly busier than consumers of days gone by and most feel their time is limited. They want to accomplish what they need to in the shortest amount of time possible. How can we assist our real estate clients in that area?
How do we illustrate our expertise to our clients as opposed to “telling†them we are the expert? When we have a lead, are you calling at a self-appointed time to “check in†and see if they are ready to buy or sell yet? How might you change those calls to give them more valuable information? To quote the old Wendy's commercial...“Where's the beef?†Give them more meat! And again, remember that we too are consumers. Always check out the information you are providing to clients from a perspective of being that consumer!
Consumers are looking to you for your expertise and authenticity-- will they find it?
Marilou Butcher Roth
Marilou Butcher Roth is the owner of The MBR Group, a coaching and training company working primarily with REALTORS who have a desire to work and live from a more inspired place. She is also the Broker/Owner of Group REALTORS in Cincinnati.
Marilou is a member of the Ohio REALTORS Board of Directors and past chairman of the organization’s Communications Committee.
