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Old School Marketing

How one real estate tech company achieved a 100% customer satisfaction rating

Customer satisfaction is a highly prized, but rarely spoken of commodity, and when someone achieves a 100% satisfaction rating, we should all take note.

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While we all focus on shiny tech features, and corporate drama, the driving factor in any real estate business, be it in the field or at a startup, is customer satisfaction. There are endless tools to solicit feedback and ratings from customers, with Zendesk being one of the most popular, and rarely is 100% satisfaction rating earned by any brand, regardless of industry.

But it seems that Goomzee (which is a native mobile MLS app provider and sign rider text messaging lead capture provider) has done just that. After investing a great deal into their customer service, it appears that they’re moving the chains.

Although their customer service scores typically achieves between 93-97 percent satisfaction ratings, consistently beating global averages, they recently achieved 100 percent satisfaction rating with over 81 percent survey response from every closed customer support ticket.

What all is being monitored?

“This is a great accomplishment for our team, and ultimately for our MLS customers, given they offer our products to their customers and trust us to take care of them,” said Mike Sparr, Goomzee’s CEO and founder. “For the past two years we’ve closely monitored these metrics and refined our team, systems, and processes to focus on what matters most to our customers, and I’m thrilled with the results.”

It is of particular note that Zendesk is their chosen help desk system, as it delivers a satisfaction survey after every single closed support request.

The company monitors first response times, ticket backlog, overall ticket volume, as well as customer satisfaction. Sparr notes, “The better our QA team does during product releases, and our design team does to make products easier to use, the lower volume of support requests and we’re historically achieve 50% less issues than global averages.”

Customer satisfaction impacts your bottom line

Customer satisfaction can greatly impact a company’s bottom line and Goomzee’s results blow away industry and global averages. According to Zendesk’s built-in real-time benchmarking, global industry average satisfaction ratings for software companies average 86 percent, and in a 2012 Forbes report, companies with 10-99 employees averaged 84 percent customer satisfaction ratings.

The 2012 Genesys Global Survey that measures global customer service every three years, revealed that $338.5 billion is lost annually due to poor customer service in 16 key economies.

So what are they doing differently?

When asked why others don’t have this high of a rating Sparr told us, “It’s hard to speculate on the operations of others, and how they address or prioritize customer support. Ours starts at the top with our internal processes for product design and development, coupled with our ongoing refinement of support processes and staff training.”

The company takes satisfaction extremely seriously because their goal is to “delight our customers, and their customers, so they recommend us to others and stay customers for life,” said Sparr. “I believe investing in customer service and continuous product innovation pays high dividends long term.”

How to improve on 100%

So what can Goomzee possibly do now to improve, since they’ve maxed out their satisfaction scores? Sparr said, “Simply put, we can try to maintain the high standards. There are other metrics we also track, however, like how long until first response to support request, market penetration, repeat usage, etc.”

Sparr added, “Although we are already well ahead of industry averages, we can improve upon these metrics. We recently added two more team members to focus on further improving those two areas and if we continue to do our job well, we hope to maintain the same high standards in satisfaction ratings and delighting our customers for life.”

Lani is the Chief Operating Officer at The Real Daily and sister news outlet, The American Genius, and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Old School Marketing

This simple questioning technique will help you convert more sales

Will you read this article? According to the latest research, if you got as far as reading that question, the answer is more likely to be, “yes.”

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Will you read this article? According to the latest research, if you got as far as reading that question, the answer is more likely to be, “yes.”

The study was published in the Journal of Consumer Psychology. Researchers at the University of California, Irvine, found that asking someone a question about a behavior made much more of an impact than telling someone what to do.

Just asking someone a question about a behavior increases the likelihood that they’ll do it.

It’s called the question-behavior effect. According to lead researcher, Eric Spangenberg, the question-behavior effect is most notable when the question encourages behaviors that are already socially celebrated. For example, will you try to eat healthy in 2016? Will you exercise today?

Exactly why questions are more effective than statements remains unknown, but it probably has to do with the mindset of the answerer. If someone tells you, “you should volunteer for this charity” you are more likely to bristle at being told what to do, rejecting the authority and advice of an outside opinion.

But when asked, “will you make a donation?” even if you don’t answer right away, you become more open-minded to the possibility.

Your options become expansive, rather than set, which makes you feel empowered and self-confident that you can make a positive decision for yourself.

The study also found that the effect was strongest when questions were administered through a computer or on paper, rather than orally, and when the question called for a direct “yes” or “no” answer. Perhaps having to type out or write down an answer made people feel more accountable to following through with the behavior.

Could you use the question-behavior effect to improve your business? (You see what I did there?) Asking an employee, “will we see your report in time for the deadline?” may just increase the chances that you will. And perhaps asking if your customer wants to purchase your product will put them in an open-minded state to say yes.

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Old School Marketing

MailSnail helps you quickly design, send, and manage direct mailers

MailSnail is a new startup aimed at simplifying your direct mail campaigns and allowing a new level of customization; worth checking out.

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Although most companies have abandoned direct mail for more cost-effective email, you shouldn’t discount this valuable tool (most Realtors don’t). The majority of the people that get emails don’t actually open them or spam filters snag your email before it ever reaches the intended inbox.

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While direct mail is more expensive than email, it still works. Direct mail allows you to reach high level customers and prospects that don’t open emails. It also helps reinforce your email message and reminds your customers of the offer you may have emailed them. Plus, with fewer people using direct mail, you’re better able to stand out among your competition.

Direct mail simplified

However, direct mail is complicated. Many factors contribute to its success or failure, which makes it difficult to do effectively in-house. This is where new company MailSnail comes in. The startup takes the hassle out of direct mail. You don’t have to worry about finding a designer, a print-house, a mail-house, or even customers. MailSnail takes care of it all for you from their easy to edit design templates, to printing and delivery of your custom mailer.

MailSnail lets you craft your mailers to your specific needs. You can choose one of their templates and add content to create a custom mailer that fits you. You can also upload your own design.

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Schedule ahead of time, customize fully

MailSnail also lets you schedule your mailers ahead of time, so you can send your direct mail when you need. Other features the company provides is the ability to segment your customers for easy management and send geographically targeted mailers to new potential customers.

The startup also touts their ability to send a mailer to any size audience. Send your customized mailers to thousands of addresses or only a handful – it’s completely up to you.

MailSnail gives you the power of direct mail without the hassle. While the startup hasn’t officially launched, if you’re interested in trying the service, you can sign up on their site to get beta access.

#MailSnail

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Old School Marketing

There’s still one reason people look at newspaper ads; is your brokerage meeting their needs or ignoring them?

Most think the printed newspaper is on its way into extinction, but many wallet-holders are still flocking to newspapers, but why?

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We’re living in the digital age, so more likely than not, your business is relying heavily on internet marketing, leaving behind those old newspaper advertisements.

But wait, not so fast. According to the latest marketing research, there may still be some value to providing discounts and coupons via local newspapers. An August 2015 study by CreditCards.com found that newspapers are still the most popular source for discounts and coupons amongst price-conscious consumers.

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They found that 37.7 percent of female respondents, and 30.1 percent of male respondents cited newspapers as their go-to for finding discounts and coupons, compared to the internet, snail mail, email, or direct offers from banks and credit cards.

Breaking the stats down by age

However, the picture becomes a little more complicated when you break down the statistics by age. The CreditCards.com study revealed that consumers ages 18 to 49 are mostly getting their discounts from the internet. Youngsters under age 34 are also more responsive to coupons in their mailboxes than to newspaper coupons.

For all respondents over age 49, on the other hand, newspapers were their first source for coupons, leveling out the average such that newspapers still rank number one when all age categories are combined.

A similar August 2014 study by Valassis, a direct mail marketing service, found less variation across age groups, with millennials, gen Xers, and baby boomers all stating that they used paper coupons far more than digital ones.

Gender and income influences

Shoppers with higher incomes don’t seem to worry much about finding coupons and discounts, whereas lower income shoppers rely on them heavily.

Nonetheless, the CreditCards.com study found that 30.6 percent of female internet users use coupons when shopping for their day to day amenities. That’s nearly twice as much as men, of whom only 16.8 percent use coupons regularly.

An overlooked opportunity?

In short, it appears that supplying discount offers and coupons in your local paper may not be such a bad idea, especially if your customer base is largely female, and over the age of 50.

While advertising a multi-million dollar listing may not yield results, inserting a coupon for a free analysis or an offering to waive $500 off of closing costs, could be a tool your competitors are ignoring. Time to open up a newspaper to see if there’s opportunity for your brand.

#Newspapers

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