Handling Enquiries Copy

Specific positions or job roles in a real estate office will usually determine the type of client enquiries that will be encountered.

There are many different real estate offices with many different staffing structures.

Some offices are very large with many staff performing specialist functions, whilst others are small with staff performing a variety of functions.

Some offices have various departments that handle a diverse range of services from residential real estate through commercial to business sales and stock and station agencies.  Many larger offices even have different premises for sales and property management.

The first point of contact for clients in real estate is usually the receptionist – in some places, the receptionist has the lofty title of Director of First Impressions. This title reflects the importance the particular business attaches to the role of the receptionist.

The receptionist will be usually be the first point of call for every client whether over the counter or over the phone. Their importance to the operation of the company business should not be underestimated.

Regardless of which job role is held, no client enquiries should be handled until the office policy and procedures for handling client enquiries have been clearly understood – preferably through an appropriate induction training program.

The correct office protocols should be observed at all times, by all staff – regardless of position within the office. Such protocols are in place not only to enhance smooth business operations, but also to ensure that accurate information is provided to clients from a knowledgeable source.

It is important that all staff need to know ‘who is who’, and ‘who does what’.

 

Think about…

What could go wrong if such protocols are not followed? Would it make the agency appear unprofessional and disjointed?

 

Assessing the Enquiry

Once an enquiry is taken and the information clarified, it is important to assess the following:

• The degree of urgency
• The ability of the agency to provide the service and / or the information
• The most appropriate person to deal effectively with the enquiry
• The possible time frame for effective response
• The type of follow-up required
• How and where the enquiry will be recorded

 

An enquiry can be assessed most effectively for each of the above-mentioned points if there are suitable agency processes in place. Such processes enable all staff to deal with enquiries in a consistent manner.

An agency that has well-structured policy and complimentary processes and procedures relating to client communications will be able to process more enquiry in an efficient and effective manner.

Well-documented policies and procedures enable staff to follow consistent guidelines and to operate within a designated framework.

All staff should be familiar with the extent of their authority when dealing with clients. Staff should only provide information permitted to them by the office protocols – i.e. if a certain level of authority is required for certain information to be provided to clients, then only those with that level of authority should provide that information.

Stepping beyond the level of your authority may be breaching the law, and may put the business operations at serious risk.

For example, a sales department may consist of sales assistants, salespeople and a sales manager. A property management department may consist of property officers, property managers and there may even be general property assistants.

There may be a separate finance department that covers sales and management plus general office finance; perhaps an office manager, and of course, the licensee-in-charge (who may, or may not, be the owner of the business).

Staff on reception duties would need to know whom, in each department, a particular enquiry should be referred to. Again, this will depend entirely on individual office policy and procedures (sometimes referred to as protocols).

For example, a client calls regarding a property advertised for sale. This enquiry may need to be put through to the listing salesperson that is selling that property, the duty salesperson rostered to take enquiries at the time, or the sales manager.

If no suitably authorised persons were in the office at that particular time, the person taking the call would be expected to take an accurate message and quickly get it to the appropriate person for them to handle the enquiry.

A client who is a tenant calling about maintenance required on their property may be put through to the property officer, property manager, or a person designated to handle maintenance. This is an important issue relating to property management.

Clients may require general advice or something specific, which may relate to their rental statement, an account, or a deposit paid on a property. A bookkeeper, accountant or even a finance assistant within that area may handle these enquiries.

To communicate effectively and accurately with clients it is important that the person taking the call (and communicating with the client) must know how the office systems work and how much authority a particular person has to deal with issues as they arise.

Offices may have rules such as ‘Never give out the address of a property for sale or rent’ in which case it is essential that the person taking such a call has been trained with a “scripted response” to ensure the caller does not feel as though they have been brushed aside, but have been given an appropriate response and will be dealt with in a professional manner.

The person taking the call must know what to do and say when the client only wants the address to drive past and does not want to leave their contact details. This ensures that the caller is able to feel “valued” and the impression of the agency is a professional one.

Taking accurate messages is vital – as is double checking the correct name and contact details; as well as recording how the client came to call you (advertising, signboard, referral etc.). There should be “protocols” in place for each office to handle such enquiries.

 

Providing Information in Response to Enquiry

In order to be able to respond effectively to enquiries, agents need to have comprehensive knowledge of the area and of the properties being sold and leased.

Listed below are just some of the pieces of information clients and customers will want answered in their initial enquiries:

Estimated sale price ranges Weekly or monthly rent Comparable Sales Length of lease Potential uses of the land Accommodation Land size Inclusions & Exclusions Topography Title particulars Services with the property Strata By-laws Access to services of property

Garages, car spaces Proximity to schools & transport Proximity to amenities such as parks, churches, Proximity to health care, sports clubs The area’s unique, outstanding or unusual features Maintenance / levies Water rates Council rates Rights and responsibilities of tenants Rights and responsibilities of landlord

 

Many state legislation’s have sections relating to what can and cannot be said or done in relation to communicating information to clients when you do not have a real estate licence or registration. Speak to your manager about the requirements in your state.

It is essential that all workers in the real estate industry know and understand this legislation. The need for accuracy and staying within the area of expertise when communicating with clients cannot be underestimated.

 

Telephone Communications

The key to successfully using the telephone to communicate with clients is to remember that it is usually the first point of contact many clients have with the agency. This is critical in the real estate industry. Remember, this is a customer service oriented business.

• Some people will have enquiries.
• Some people will have complaints.
• Some people may be aggressive.
• Some people will not be able to communicate effectively with you.

 

The voice of the person answering the call to the agency should always sound calm, friendly and helpful to the caller.

Don’t think of the phone itself, it is just an object for communication. Think instead about the fact that there is a real person on the other end of the line who is looking for assistance and they have called with a purpose in mind.

It is important to appear as helpful and interested on the phone as if the person was in the office and talking face to face. Answer calls with a smile – it helps set the tone for the helpful response sought by the caller.

How you use your voice on the telephone is vital. The caller cannot see emotions, therefore they need to feel and hear them in the voice. It is an important skill and can be practiced by pretending you are talking to a blind person – who cannot use visual prompts, but must rely on the other senses.

In communicating with clients on the phone, it is essential that you understand the importance voice plays and that it needs to appear and sound:

Friendly	–       no one likes dealing with a grump
Enthusiastic and helpful	–       people like to feel valued as a person
Energetic and lively	–       not flat or disinterested
Happy	–       as though you are smiling at them

 

Preparation

Before answering telephone calls it is important to plan ahead.

Paper and pens should be kept in a handy position for note-taking during calls.

Ready access to information is required to answer calls, or refer callers on.

When taking general enquiries, it is important to know what information should be collected from the enquirer, so that the ‘call back’ can be as effective as possible.

If taking advertising enquiries, it is essential to know what is being advertised, and the person in the office who is responsible for taking enquiries as a result of that advertisement.

It is vital that each person in the office knows the extent of their authority in taking and answering enquiries

• Who is designated to take sales enquiries?
• Who takes rental enquiries?
• Who takes general enquiries?
• How much information is permitted to be given to a client before it is required to transfer the caller elsewhere?

 

What are the office policies and procedures in relation to handling the telephone?

Most offices have will have developed a policies and scripts to be used for greeting clients.  These will probably include the following:

• Know when to answer – how many rings does office protocol allow?
• Greet clients warmly – people answering the phone should not chew, drink or have a pen in their mouth when answering
• Identify yourself and your company in a friendly manner
• Ask for, write down as soon as possible, and use the client’s name
• Ensure the correct spelling and pronunciation of the client’s name
• Get a return contact number straight away in case the line drops out or there is a need to call them back with information
• Always provide clear, honest and accurate information

 

Enquiry Logs

Many agencies use enquiry logs to record information received from enquirers. These are extremely useful tools because they provide a central record of information. Enquiry logs record the information provided by the caller, which can then be transferred to the appropriate person and later, client files.

 

Think about this….

People will usually prefer you to ask them how to spell their names and/or provide you with the correct pronunciation of their names – than guess and get it wrong!

 

Telephone Rage

The two major causes of client dissatisfaction are

• Being left ‘on hold’ for too long, or
• Being put through to the wrong person.

It is essential to the provision of good customer service that all users of the phone in an office understand the telephone system in use and know which people and which departments handle what aspect of the business operations.

It sounds like common sense, but sometimes it needs to be stated – as a reminder.

A few telephone Do’s and Don’ts

• Use a message system incorporating date, time, accurate client’s name, correct return number and relevant key details
• Never hang up on the client
• Always allow the client to terminate the call first
• Always end the call by saying “thank you for calling us” (or something similar) and use their name

 

Face to Face Communication

Responding to clients face to face will occur within and out of the office.  As a company representative, appearance and manner need to be professional and follow company policy.  Clients will judge (rightly or wrongly) the agency on its ability to be of assistance by the way the agency presents itself.

Non-verbal indicators (grooming, stationery, uniform) are important visual communication signals that indicate the professionalism of the business operations.

An awareness of the importance of image helps to establish credibility.

If a client walks in to the office, it is important to follow the appropriate process to handle their enquiry.  The client’s needs should be explored to determine how to best assist them.  It may be necessary to record their details in order for their enquiry to be handled effectively.  Appropriate listening and questioning skills will need to be used to obtain the formal and informal information needed. Taking appropriate notes may be required to achieve this goal.

If immediate assistance is not available, there should be a comfortable waiting area if they need to see sales or property management representatives, or the licensee.

To ensure success in accurately and effectively communicating with clients a few points may need to be considered.

Use the acronym W – I – C – U to help you remember the process. Ensure ALL clients feel:

Welcome	Not a disruption to office workflow
Important	Everyone likes to be valued and respected and that their enquiry is important to the business operations
Comfortable	Offer them a pleasant environment, with privacy if required. They are out of their comfort zone because they are not “on their own turf”
Understood	Everyone likes to receive empathy and understanding from others

 

Non-Verbal Communication

Prior to the physical meeting consumers make assumptions about real estate agencies. Upon meeting agents the consumer registers the appearance, enthusiasm, sincerity and professionalism largely through visual perception.

The verbal and non verbal cues combine to create a picture that may or may not establish a relationship.

Non verbal communications observed by clients may include:

• Appearance and manner
• Body language
• Timeliness
• Organisation of materials and surroundings
• Physical surroundings (ie. cleanliness of vehicle etc)
• Etc, etc.

 

Arranging Appointments

One of the desired outcomes from an initial client enquiry is to make an appointment.

The most effective way to ensure appointments are made with the appropriate person is by having office guidelines. These instructions inform all staff of the protocol with respect to walk in enquiry, ‘farm’ allocations, agency referrals and when people are sick or rostered off.

Most agencies use a combination of both paper and electronic diaries. Appointments made for agents using the diary systems ensures prompt service for the client harmonious communications for the agency.

When making agency appointments it is important to remember the following:

• Ascertain who will handle the enquiry
• Ask the client for their preferred time and day
• Access available appointment times for the appropriate person
• If the agent cannot make the appointment time outlined by the client, offer the client a chance to meet with someone else, or propose alternative times.
• Ensure the client is aware of any preparation needed
• If the agent needs to prepare information ensure that that message is received.
• If necessary, follow up with paperwork, e.g. letters / emails confirming appointments, file notes etc.

 

Meeting Clients in their Home

If offered the opportunity to meet a customer in their home the agent has attained some considerable advantages.

Firstly all communications must have met the approval of the customer.

Secondly being invited suggests the agent is welcome and this is an opportunity to build a rapport within a positive environment.

Thirdly the agent will be asked for professional opinion and there is a chance to positively reinforce the client’s choice of agent.

Lastly the written communication the agent will provide in the listing presentation will be used to support the overall perception the customer has.

 

Electronic Communication

The Internet

Most agencies utilize the Internet as a medium for communicating ideas and information to the their audience. It is common for agencies to have their own websites for advertising and for some written communication between clients.

The web allows communication with clients 24 hours a day, but agents that communicate on the web must apply the same ‘reasonable person test’ to information presented on the web, and ensure that the messages are presented in a format that will be readily understood by viewers and receivers of information.

Whilst the web is an efficient method for clients and customers to find information, and offers convenience and excellent access, consumer concerns include sites that are not regularly updated and lack of transparent pricing, particularly on properties for sale by auction and those without prices.

Depending on the position occupied in a real estate office, it may be required that some communication to clients be undertaken by sending written messages via email. Be aware that this may need the recipient to acknowledge receipt of the email to prevent any possible gaps in the communication process.  “Read receipts” are an important tool in this regard.

Email is a convenient way to communicate internally between staff, to network with, and prospect to, the agency database of clients. However, this method of communication should not become the preferred method of keeping in touch with active clients – those vendors, purchasers, landlords and tenants to whom a current service is being provided at present.

This method should not replace the human interaction of talking to them. Engaging in “real” conversation with clients provides them with personal and direct communication, thus ensuring that a professional relationship is maintained with them.

Having said that, some clients may prefer to communicate by email – and may request you email them with the requested information. ANY written communication between the agency and a client must be done in a professional manner – and according to the protocols of the agency.

 

E-mail

Email is a quick and convenient method of communication; however, these features are also its disadvantages.

It is very easy to send an email that may contain correct information, but lacks the empathy and rapport that are important to maintaining effective communication, and may therefore be misinterpreted by the receiver.

The agent must be very careful in their email communications because if the content of the email is erroneous the agent will risk the agency’s license.

The emails should be:

• Standardised as much as possible
• Include only facts
• Write in dot point –this prevents unnecessary comments
• Reinstate the questions being asked
• If in any doubt consult licensee

 

Written & Visual Communications

Advertising

Advertising property for sale or lease is the first opportunity for clients and customers to form attitudes or opinions of the agency’s communications.

If advertisements appear to be misleading the consumer may form the opinion that the agent is dishonest, even if he isn’t. Similarly, poorly worded adverts or spelling errors also may create a negative first impression of the agent.

If the agent sells more property through auction than any other means then the consumer may think that the agent is either an auction specialist or that auction is the agent’s preferred method of sale.

Therefore it is true to say how an agent advertises reflects the type of enquiry the agent will receive. Many agents must write advertisements for their clients and good advertising policy defines how advertisements should be written.

 

Flyers

Flyers are distributed with the aims of:

• Securing new business
• Informing potential clients and customers of agency services
• Retaining and building on brand awareness

The content of flyers should be concise and informative, and to be fully effective, should always include:

• The name of the agency & individual agent
• Contact details
• A significant point of difference – special offer, history of agency etc

 

Letterbox drops

Letterbox drops are used to inform consumers of an imminent sale. The letterbox drops will include the following information:

The name of the agency	Features of the home
The name of the consulting agent	Inspection times
Phone numbers	Auction date & Venue

 

Signboards

The signboard is probably the most common form of promoting a property and real estate communication. The first agents used signs to communicate the intentions of landlords and vendors with great success.

The signboard remains one of those methods of communication most often seen by potential clients and customers.

Nevertheless, the message and presentation of the message are important.

How many times have you driven down a busy street and seen a signboard that is full of small type text that cannot be read?

The best signboards create an image in the readers mind and a desire to find out more about the property. Therefore, a signboard should include a brief message (often visual), prominence of the agency’s (and often the agent’s) contact details, together with appropriate agency branding.

 

The Window Display

Many clients and customers browse window displays, and the quality of the presentation may determine whether or not they enter the agency.

Having a fresh, up to date window display, where faded and expired properties are removed communicates a more professional image than a window that looks uncared for.

Whilst having ‘Sold’ and ‘Leased’ properties in the window demonstrates success, too many might suggest that the agency has few or no property for sale or lease.

It is very important that the agent to think about the communication being delivered to window shoppers, and create a positive perception in people’s minds.

 

Providing Written Information

The client / customer may require written information from the agency in order to complete a transaction. Written information can include advertising material that contains relevant details or the client may require letters from the agency that confirm details for a third party (eg, a bank).

There are many occasions when accurate verbal and written information is required. These could include:

Sales	Property Management
Negotiation Details of the land Use for the land Estimated sale price Estimated settlement time Inclusions Conditions of contracts Fees Rebates Information about agency agreements Auction registration Agent’s interest in the property Advertised information Cooling off periods Information about ‘advice’   received Information about independent services that should be sought	Expectations of landlord Strata By-laws Rental bond information Repairs and maintenance Emergency repairs Access to facilities Tenant’s rights Lease obligations Access Consequences of breaches of the lease Termination of lease Vacating the premises Plus many more…

 Standard letters and documents are used in most offices to ensure uniformity. The standard letters are designed in accordance with the agency’s policies and procedures and protect the agency from the risk of misrepresentation.

When supplying agency literature to clients / customers refer to standard letters and advertising to secure the agency against rogue correspondences, which may be poorly constructed, and damage the image or reputation of the agency. Furthermore, in order to protect the agency, the licensee should approve any new standard correspondence.

 

Client Files

Perhaps the most important aids to effective communication in an agency are the client files. Client files are created when a customer signs an agency agreement and becomes a client.

Client files, both electronic and paper based, contain all the information and communication relating to the clients, their properties, buyers and / or tenants, as well as the legal paperwork that agencies are required to obtain and maintain in order to comply with legislation.

In addition to being used to provide clients and customers with appropriate information, they can also be used as evidence in case of disputes as well as a historic record for the agency.

Having a complete, well organised, client file aids the sourcing and provision of information to stakeholders and ensures that communications are complete and factually and legally correct.

As client files may be maintained by many members of staff, each office should have checklists, or policies and procedures that outline how the file should be structured, as well as how, when and why the files must be updated and maintained.