The Customer Success Manager for real estate is perhaps one of the most amazing professions within a sales process that is developing its gears.
After all, when this function is done well, it is able not only to retain your real estate clients for much longer, but also to bring in new ones in a short period of time.
The work of the CSM is complex. After all, this is human work. Each customer is unique and each situation will also be unique. And because of that, it is difficult to elaborate a “magic recipe” that solves everything in a linear way.
However, at the same time, it is precisely because of this “human complexity” that CSM has the ability to offer its real estate company some insights that were previously invisible.
In today’s text, we will better understand the work of this professional and will also see how he can fit into a ready-made work structure. Follow up!
Customer Success Manager for Real Estate – What is it?
A Customer Success Manager professional is, at its essence, a customer success manager. In other words, he is a professional who will manage everything that revolves around the client so that he (the client) has a good experience with your real estate product or service – no matter what.
From the moment a customer feels fulfilled, happy and satisfied with a product, the tendency is that many other businesses will leave from it. It can be a recurring sale or it can be a referral.
Both situations are very beneficial for your real estate company and you should, yes, prioritize your margin increases organically. After all, to have a high return, there’s nothing better than reusing tools and efforts, right?
In this way, we can understand the Customer Success Manager professional in different ways. But, all of them, with an exclusive focus on making your real estate company retain customers, satisfy them and, who knows, sell more and at higher prices.
After all, from a human point of view, people feel much more confident and calmer when they realize that the company is much more willing to help, than necessarily selling.
But a CSM – Customer Success Manager – is responsible, then, for real estate sales? The answer is no. This professional will not take care of your company’s sales or marketing department.
However, it will be a foundation between both activities, making performance improve over time.
From a practical point of view, we can understand the client success manager as someone who will work solely and exclusively with the success, in practice, of his client.
Have you ever stopped to think that when you make a sale, the only one who succeeds with it can’t be your real estate agent? There are much higher levels after the sale and they need to be reached for long-term corporate health.
Also read: How to be a successful realtor
Client Success Area – How to Implement a Client Success Manager in Your Real Estate
It is not always easy to implement a sector or a professional in your real estate. Especially if there is already some kind of pre-defined management – and it works.
Many will question the need to change a winning team. However, know that this is not only necessary, but also essential to understand the motivations for the results – positive or negative – of your real estate company.
Thus, to implement a successful customer manager, you will need to understand that from this professional, many other demands may arise.
And before you think this will do more harm than good, think about this: no great results will happen overnight. And, much less, without moving the proper “levers”.
There is no formula or recipe for a Customer Success Manager to work right for your real estate.
However, it is essential that it is aligned with the goals you have stipulated in your business plan. If not, it may seem like things aren’t working – when in fact, they’re just disorganized.
Following a plan is critical. Regardless of the area of activity or real estate segment you are inserted.
Without a plan, you’re going to random locations. And the results, of course, will also be random. And this is very bad. So, no matter how qualified your real estate team is, without a plan or a goal, the results won’t show.
And to help you implement a customer success manager, Blue world City have separated three topics that can guide the initial steps. See below:
- Associate CSM (Customer Success Manager) with the after-sales department;
- Your real estate client needs to be able to use the systems you provide;
- Use customer feedback to update and improve your real estate systems;
We’ll talk about each step individually from now on. Keep reading.
Associate CSM (Customer Success Manager) with the after-sales department
One of the most viable ways to implement a CSM – Customer Success Manager – in your real estate is through the association of this professional with the after-sales system that already exists.
As you know, after-sales is part of creating your real estate ‘s credibility, branding and image. Simply selling unsold is out of the question.
Selling alone cannot be your company’s ultimate goal. Otherwise, several other pillars of growth will be left behind. Which, obviously, sucks.
After-sales is not just a sector with a “nice name”. It is what will make a customer buy back a product and refer your real estate to potential other customers.
Think about the following: all the effort your real estate company makes to gain clients can be diluted and reduced by half from the moment that the same client makes two purchases.
This customer’s average ticket has the potential to double. And how to do this? With after-sales. Which is, in practice, a way to win new business for the long term.
And in the midst of all this, the client’s successful professional should come in to be able to extract as much as possible from a client who has already placed their trust in their real estate agency.
Next to after-sales, the CSM will have access to numbers, data and all the information necessary to start developing winning strategies so that the product that the customer has purchased is well used.
As an example, let’s imagine a real estate system with recurring and monthly payments. In order for a customer to keep paying and stay active in the product, they need to:
- Find benefit in the product;
- Have results with the product;
- Completely understand the tool;
And how will these three steps be possible? With the help of a CSM, who will take the client by the hand and help him with whatever is necessary so that he does not cancel the plan and, who knows, recommend it to a friend.
This is the power of relying on the services of a good customer success manager.
Your real estate client needs to be able to use the systems you have available
Another factor that makes hiring a customer success manager, or Customer Success Manager for real estate agencies, essential is the need for your customer to know how to use the product you offer.
In the previous example, we were able to understand very well the importance that this professional has for the client’s success, in practice. After all, we cannot be selfish to think only about our success. But we also need to think about the success of those people who help us succeed – our customers.
Thus, regardless of the types of products that your real estate company sells, or the types of services it provides, it is essential that the customer feels more than satisfied.
Achieving satisfaction is also a bit of after-sales responsibility. The customer needs to feel that he was finally successful with the purchase.
If you sell a system, the customer needs to know how to use each tool. If you sell a service, the customer needs to know how to take advantage of every detail of this service. If you sell a property itself, then the client needs to take advantage of every detail of this property. All of this will be up to your customer success manager.
In a playful way, as mentioned above, CSM will take your client’s hand and lead him to the maximum success he could have with the use of a product or service from your real estate company. For long-term effects this is fantastic, as it retains, loves, brings and generates even more cash.
Here’s how testimonials from satisfied customers can help too.
Use customer feedback to update and improve your real estate systems
And yet, as a way to implement other sectors of your real estate, Customer Success Manager is responsible for capturing valuable information that can be quickly converted into new strategies.
In other words, feedback, when properly used, is one of the most powerful tools to improve and polish a product or service that, theoretically, is already good.
Product or service managers are often not sure what to do or which paths to follow, afraid to change a winning team or even not knowing what the best paths to improve something would be.
And with the feedback coming straight from the source, many new ideas could come up.
This is an advanced step that requires some kind of proximity and also requires that the gears are actually already sustainably turning in your real estate.
However, this does not mean that the feedbacks are not valid for real estate companies that are just beginning. On the contrary! In this case, they are even more incredible, as they will provide a more lucid path for whoever makes things happen.
If you want to leave a personalized product or service, there’s nothing better than asking the opinion of those who already use it, right?
And doing this through a customer success manager is undoubtedly the best way. Opportunities will appear, because this professional will know how to create these opportunities!
What is the importance and benefits of a Customer Success Manager for real estate agents?
This is a professional capable of generating different types of important demands within your real estate agency. However, generating demands does not mean “creating a mess”.
After all, professionals who solve problems are better than those who create problems, aren’t they?
However, some types of demands will be completely necessary for your real estate company to continue growing. From good insights with conversations and proximity to the customer, many new ideas for products and services may emerge.
And this, of course, cannot be forgotten or overlooked by you. We have separated some topics that help to better understand this process:
- Brings the customer closer to the company and enables personalized follow-up;
- It builds long-term trust and credibility – Which is great for word-of-mouth marketing;
- The level of return or cancellation of contracts will tend to decrease;
Let’s talk about each of them below. Follow up.
Brings the customer closer to the company and enables personalized follow-up
A customer who is close to your company is a potential customer forever – even if they have already purchased a product that solved a problem at that time. From the moment you are able to monitor, in a personalized way, the daily lives of your customers, everything will be easier from a marketing point of view.
Creates long-term trust and credibility – which is great for word-of-mouth marketing
Word of mouth marketing is still the best of all. Someone who buys a product, loves to know that a friend has already bought from the same company and was happy. This type of relationship helps in all of your company’s growth criteria. And, of course, a customer success manager can help with that as the level of satisfaction will soar.
The level of return or cancellation of contracts will tend to reduce
And finally, Customer Success Manager for real estate will help your business experience fewer returns or contract terminations. The more amazing a product is for someone, the less chance of a return. Which is great for securing more assets in the long run!
Count on Ville Imob to help your real estate grow and good sales!