Your Company

Your Company's Image - First Things First

by Steven Morris

Every real estate company owner wants his or her company to have a polished and professional image. You've spent a lot of money to do so. You have spent money on signage, marketing, logos, business cards and possibly even a franchise. As a real estate manager consultant and coach, I talk to a number of owners and managers on the phone about the challenges they face. When I personally make the call to a real estate company I, of course, notice how their phones are answered. If you want a professional image, start with first things first.

How are your phone calls answered? I can't tell you how many times, the phones are answered by an automated system, which promptly propels me into a maze of selections. The machines ask if I know my “party's extension”. Probably not. Machines have me punching buttons on my telephone, spelling out first or last names. That's great for Smith but what about Wojciechowski or Dwandanita or some other name I don't know how to spell. At times, even when you spell it correctly, there is no extension to be found. I have called companies with automated systems that have me select an individual department first. For rentals press one, for sales press two, for mortgages press three, for title pressed four, for insurance press five, for property management press six, Press “0” for operator and get the “main menu”..... Geez! If you have all of those departments can’t you afford to hire someone to answer your telephone? My call was once answered by an automated system and when I was unable to find my “party's extension”, I began entering random numbers in frustration. I was just hoping to get a live, breathing, carbon-based life form to transfer me to my “party's extension”. Success! I finally got someone who replied to my request, "Sure. Hold on." Bingo! There I was, right back in the “main menu”. Was I a little frustrated? I gave up. After cleaning up the shattered pieces of my telephone’s handset, I pulled out my cell to make my next call. I have called companies during regular business hours and have the phone ring endlessly. No answer, no voicemail. I'd rather get a “main menu” with at least the HOPE of leaving a message than nothing at all.

What type of company image do those examples represent? Would an incoming call from a buyer, seller, or other customer have them thinking to themselves “this is the kind of company I want to handle my transaction"? What about a real estate salesperson who is considering joining your company? Many people may not have seen the results of all the money you’ve spent on your company’s image. All they know is what happens when they call and the impression they are left with. As a broker/owner/manager it’s imperative that you know if this is happening in your office. Here are some tips to make sure you are maintaining a professional telephone image.

Make sure your telephones are answered on or before the first ring. Train your salespersons in answering the telephone if you're receptionist does not answer on the first ring. If they don't someone else should. Anyone else!

If this is not possible set up your voicemail system to automatically pick up on the second ring and place a caller on a very brief hold. "Thank you for calling XYZ Realty. Someone will be right with you".

Hire and train a live telephone receptionist. Recognizably some smaller company owners can’t afford this and must use some sort of automated answering system. If you must use one of the systems make sure the thing works properly.

Call your own office on a regular basis to check the quality of your telephone answering. You might also hire a mystery shopper to call and give you a written report of how you're receptionist answers the call and how your floor agent performed in customer service.

Purchase or lease a telephone system that will allow your receptionist to transfer calls directly to an agent’s cell or your own cell phone. I am personally on the telephone quite a lot and don't always leave voice mails to avoid playing a “telephone tag”. Many people are the same way and a sale could be lost if your salespersons are not available.

Make sure whoever answers your telephone listens to the request of the caller and doesn’t just shuffle them into a voicemail as soon as they hear a name.

Your receptionist should be trained to answer the telephone the way you want and answer the same way every time. Some companies prefer greetings such as, "It's a great day here at ABC Realty, how can I help you?" Or "Thank you for calling ABC Realty, how may I provide you with excellent service?" These types of greetings are fine just don't go overboard such as, "It's a great day here at ABC Realty. We hope you're having a great day too. How can I provide you with excellent service?” I have my receptionist simply say, "Thank you for calling Morris Williams Corporation. How may I direct your call?" When the receptionist is told the name she merely replies, "It's my pleasure to connect you." Answering with just the name of your company should be completely unacceptable. i.e. “Couldn't Care Less Realty”

Make sure you have a "music on hold" system or a “recorded message on hold”. I've been placed on hold in silence and waited five minutes before realizing I had been disconnected. That doesn't put me or any other caller in a very good mood.

Make sure your telephone system has the ability to alert your receptionist when a caller has been on hold for 60 seconds or have your receptionist pay attention. The caller should be on hold for no longer than 60 seconds before being asked if they would like to continue to hold.

Naturally, the receptionist cannot sit in one place for eight hours without having to leave his or her station. However, when they do leave their station someone should be there to briefly fill in.

These procedures may seem very basic but in the number of calls that I make to real estate companies I find that very few adhere to such principles. The real estate industry continues to struggle with a below average public image. As real estate brokers and sales agents we normally don't rank anywhere near the top as a high professional image career. Real estate company owners and managers must continually strive to create and maintain a professional image. Don't fall into the trap of ignoring the very basics of creating an image, which is called "FIRST IMPRESSION". Remember, to complete any large task you must do the first things first.

To help solve problems like these and to gain more knowledge of growing your real estate company in recruiting, agent production and retention consider purchasing Steven’s CD sets and having him personally work with you.

Steven Morris is a real estate broker, sales management consultant and coach with 30 years of experience and can be reached at 888-326-3949 or SMorris@MorrisWilliams.net