Consumers will be loyal to brands that deliver what they need – dependability, service, exceptional service or exceptional value. When a brand consistently meets a need, it becomes a brand promise and becomes the company’s identity. FedEx for example, the brand promise is “when it absolutely positively has to be there overnight.” FedEx consistently delivers on their promise, which creates a powerful association, bond of trust and loyalty with consumers. As the CEO of your own real estate practice YOU are and critical extension of the JPAR brand.
The financial stakes of a transaction have a commensurate effect on brand loyalty. Consumers have far less to lose by trying another brand of candy than they do another brand of a real estate agent or lender. As a service professional, you are the brand, which you enhance and solidify each time you meet and exceed your clients’ expectations. If you have locked in your clients’ trust (and their willingness to refer you) through brand loyalty, you have a massive advantage over your competition.
How do you achieve brand loyalty? Consistently deliver your brand promise, and do it better than your competitors. Sporadic high performance will not cut it — EVERY customer must have the same great experience. Instead of chasing the next technology tool or widget, think about your service delivery. Rate your service delivery on a scale of 1 (low) to 10 (high). What will it take to be a 10?
Knowing your customers’ anxiety points is critical to achieving a strong brand promise. After all, consumers want brands that meet their needs, but not if the experience is painful.
Action – what action can you take?
Ask your customers this week what worries them most about the transaction. Then let them know what you will do to address their concerns. That’s one solid way to build brand trust and loyalty.
Our Promise – at JPAR is to – exceed expectations. Personal Representation, Powerful Resources, Proven Results. Delivering on that promise has helped us become the #1 independently owned and operated brand in Texas and soon to the USA.