This week I have asked one of our newer sales representatives, Nikola Bucalo, to tell us what Ultimate Service® means to him and his clients.
‘You’re in the public relations business’ was one of the key phrases my dad, a veteran REALTOR®, would often say. The brilliance was hard to grasp when I first started, because I thought of PR as just the people we see and read about representing big companies in the news. The depth of it is balancing the delicate relations between clients, their influences (family, friends), the agent and brokerage involved on the other side of the transaction, their clients, and about nine other people (bank, inspector, lawyer, etc.) during the process, plus yourself. This fine art truly takes a lot of practice to master, and Coldwell Banker’s Ultimate Service® system lays the perfect groundwork.
Early on there is a choice. Tell them what they want to hear, (it’s not lying if they don’t ask) and get the sale, or be proactive and risk losing the sale/client. You can guess what the Ultimate Service® answer was, but they don’t tell you how tough it is with the nature of commission-only careers, especially at the start!
The solid support of a global brand like Coldwell Banker and the Ultimate Service® program has encouraged me to stay on the path to sustainability. It has allowed me to launch and maintain a system that provides quality, consistent, reliable help to my clients. I have learned that those you lose because you won’t tell them what they want to hear, are not going to respect honest work wherever they go and are not loyal clients anyway. There is no ‘short cut’, though there is a big difference between working hard and working smart.
These are the 5 ways I apply the Ultimate Service® program:
1. Do what you say you are going to do, when you say you are going to do it.
2. Make sure you know what you’re talking about. Proactively research neighbourhoods, typical issues and any possible changes to the transactional process, and keep clients informed every step.
3. Become a master negotiator. This skill has become invaluable in saving and getting my clients real money.
4. Challenge clients to think about what is most important, what is behind the decision to buy or sell a home. It takes guts to ask questions that the vast majority will not risk asking because it can get very personal. My toughest hurdle, but most rewarding.
5. Clients must feel informed and comfortable asking ANY question at any time. I can’t tell you if this is the right house, the right buyer, or what it is worth to you, but I can make sure you have all the information necessary to make a confident decision.
I would like to thank Nik for sharing his insights to Coldwell Banker’s Ultimate Service®. It is quite obvious there are two winners, Nik’s clients as they reap the benefits of Nik’s hard work and Nik himself, as his success in real estate continues to grow.