3 Keys to Delivering Outstanding Customer Service Via Your Real Estate Website

Updated for 2024

Online marketing has become crucial for real estate lead generation. In fact, more than 4 in 10 recent home buyers start their property searches online, while less than 2 in 10 first contact a real estate agent, according to the National Association of Realtors.

With online searches playing a major role in the home buying process, it’s crucial any visitors to your website have a friendly user experience that steers them in the right direction to potentially buy a new home. This means your website needs to deliver superior customer service. With that in mind, here are three keys to improving your customer service performance.

1. Provide Valuable Interactive Information to Website Visitors

Visitors will visit your website in different stages of the home buying process, with some still in the early stages seeking useful information, while others may be closer to actually buying a property.

To serve your full range of visitors, it’s important to provide valuable information for home buyers in all stages of the buying process.

For visitors who are closer to buying a property, you’ll want your website to include an internet data exchange feature, which provides visitors with up-to-date MLS property listings. Enhance this feature with interactive tools like virtual tours and 360-degree property views to offer a more immersive experience.

In the meantime, for visitors who may be curious in a new home or who are in the initial stages of the home buying process, your best bet is to provide useful how-to blog and FAQ content to answer those burning questions that keep people up at night. Diversify your content with video walkthroughs, live before and after staged photos, Q&A sessions, and webinars to engage your audience more effectively. Create your own content or link to authoritative industry websites like Zillow. This multimedia approach caters to the modern consumer’s preference for dynamic and interactive content formats.

For an easy to easy to implement content marketing strategy consider adding Real Estate Infographics. Also, think about incorporating updated infographics that reflect the latest market trends and insights to keep your content fresh and engaging.

Additionally, incorporating elements like live Q&A sessions, webinars, and updated infographics can provide real-time engagement and up-to-date insights, further enriching the visitor experience.

It is also important that you have your real estate website optimized for maximum lead conversion.  If you need help with this you can read more about it here: 6 Tips For Increasing Real Estate Website Conversion. Ensure your website is optimized for SEO and mobile users, and prominently display customer testimonials and reviews to build trust with prospective buyers.

This comprehensive approach to content not only addresses the informational needs of your audience but also enhances the interactivity and engagement of your website, making it a valuable resource at every stage of the home buying journey.

2. Use CRM Tools to Deliver Personalized Service

After visitors have “opted in” and are curious about contacting you for their home buying needs, the most essential tool for delivering them great service is through any number of customer relationship management (CRM) tools.

In fact, more than two-thirds of real estate agents and brokers rely on CRM apps to track customer information through easy-to-use databases.

CRM apps automate tasks such as maintaining contact information, tracking interactions with a prospect and collecting information about what type of property a prospect is looking for. The integration of AI and machine learning into these CRM tools can further enhance their effectiveness by providing deeper insights and predictive analytics, allowing for an even more personalized service based on a prospect’s individual needs and preferences.

Additionally, modern CRM systems offer integrated client engagement platforms that support seamless communication across various channels, including social media and messaging apps. This ensures that agents can connect with clients through their preferred methods, making interactions more convenient and responsive.

Ultimately, this allows you to deliver more personalized service based on a prospect’s individual needs, significantly enhancing the customer experience and increasing the likelihood of a successful transaction.

3. Respond Quickly to Communications

Another advantage of using a CRM tool is that it makes it easier for you to quickly get in touch with prospects.

In fact, the time it takes you to return customer emails and phone calls can make all the difference in either closing or potentially losing a sale. Moreover, your odds of establishing contact with a new lead are high if you respond within five minutes as compared to half an hour.

Potential leads may attempt to contact you through a number of support channels, including live chat, phone and email. But the most efficient way to manage these communication tools is by using a contact center cloud solution, which will provide you a single omnichannel interface to connect with your prospects.

Optimize the efficiency of your cloud contact center by integrating it with automated tools like chatbots and interactive voice response, which can respond to prospects when you leave the office out and can send you instant text notifications when a hot lead comes in. Additionally, leveraging AI-driven analytics within your CRM can help prioritize responses based on lead scoring, ensuring that high-potential leads are addressed with priority, further enhancing response times and efficiency.

SUMMARY

The three keys to delivering superior customer service through your real estate website:

• Providing Valuable and Interactive Information: Offer a mix of up-to-date MLS property listings, comprehensive how-to guides, FAQs, video content, and interactive virtual tours to cater to visitors at different stages of the home buying process.
• Delivering Personalized Service with Advanced CRM Tools: Utilize CRM systems enhanced with AI and machine learning for deeper customer insights, and integrate seamless communication across various channels to offer personalized service efficiently.
• Responding Quickly to Communications with Automated Solutions: Implement advanced contact center solutions and AI-driven chatbots to ensure rapid, around-the-clock responses to inquiries, enhancing your ability to engage with prospects promptly.

Incorporating these advanced strategies into your real estate website can significantly boost web-based lead generation, improve visitor satisfaction, and increase your listing sales. By providing interactive and valuable information, delivering personalized service through sophisticated CRM tools, and ensuring quick responses with automated communication solutions, you’ll set a high standard for customer service in the digital real estate market.