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Realty Plus Team   
‘Nurturing Relationships’
Customer care, encompassing pre-service and after sales service, is one of the key drivers of business growth in the real estate industry

While delivery, innovation and consistent performance hold the key to success for any business model, one of the aspects that holds equal and sometimes more importance is flawless customer care. Most successful brands have been created when companies have engaged their consumers in constant dialogue and leveraged their insights to create renowned products worth their price. A customer-centric innovation can help create products that capture the customer’s imagination, provide fruitful experiences and offer solutions to previously unmet needs.

Real estate is no different. Tapping into the customer insights and customer care is one of the key drivers of growth for this industry as well. Customer is truly the king and all his demands must be taken care of. Serving customers at every stage, right from pre-service to after sales service is of prime importance, especially in real estate. Property purchase has an emotional aspect for the buyer who usually ends up paying 5 to 10 years of his/her annual income to buy the dream house. So he/she wants to be completely assured that buying a particular property is a right decision. The developer needs to ensure that customer’s apprehensions and doubts are resolved.

Maintaining a record of all details relating to the project that a customer may be interested in and would want to know an answer goes a long way in ensuring customer satisfaction. Maintaining a book incorporating all the financial details of the deals related to the project, the government approvals, grants, etc can be of great help to keep the trust of the customer intact. This gives the much-needed reassurance to the customer to invest his hard earned money in a project and also ensures transparency at every stage. Customers highly appreciate this practice and look forward to seek this information while investing in a property. This is required especially to develop a much needed relationship with the customer and hence ensuring customer loyalty.

Taking a step further, appointing a full-fledged team which is solely dedicated to efficiently serve customer queries is a practical idea. As a policy, the company can have strict rules about a particular grievance being addressed within a specific number of hours/days. This is the first step towards creating satisfied customers. It makes the customers feel that the developer cares for them and they can trust him to redress their problems and apprehensions. Giving timely updates about the project in question and about other projects by the company and sharing the project progress on a regular basis also helps in staying in touch with the customer. This practice should not stop at the delivery of the project. Even after possession, every customer needs to be attended to on an individual basis.

With competition in the real estate sector on the rise and a plethora of new projects being announced, it becomes imperative for developers to make sure that they provide their customers with the best service. Consumer insights should be the focal point in the decision making process for developers. A decision to invest in a specific area should be based on a customer-centric survey, which can help a developer take a more informed decision after understanding the customer demands in the area. Pricing of the project is also determined/justified partly by such a survey that allows the developer to understand the market dynamics, which are largely driven by customer demands.

Building, nurturing and developing customer relationships is thus a very important part of any organisation. Building these relationships means treating customers as strategic partners and showing them that the developer truly cares for them. Customers can easily discern indifference and insincerity and they simply will not tolerate it. Long-term customer loyalty is a big challenge that developers must strive to achieve in every real estate transaction, no matter how big or small.

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Vol 11 , Issue5
A name to reckon with

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