Love Your Clients

I’m 42 and have been married for 15 years now. My wife recently reminded me that I don’t tell her that I love her anymore. I immediately dismissed this as nonsense of course and paid little attention at the time but upon reflection later in the day and whilst stuck in traffic I had to concede that she had a point. Like many of my friends and peers my age, my mind is often just a list of things to do and it’s easy to take for granted those that matter most. Long story short; I arranged a nice restaurant that weekend, we went out and I told how much I loved her.

Now I know that this is all starting to sound a bit gushy for the trade press but bear with me…

I was recalling this story to one of my good friends who happens to also be a bit of an IT geek and his immediate response was to show me this app which allows you to set up messages to be sent at some point in the future, meaning that I could potentially send ‘I love you’ every Monday morning at 10.30am for the next 12 months. It was certainly an efficient and literal solution to the issue; one that would have allowed me to deliver many times more ‘I love yous’ for much less effort but also one that would have completely missed the mark.

The reason for me sharing this personal insight is that it’s also relevant to what is happening within the property industry at the moment. Buying and selling a home will always be a very human and emotional experience, regardless of technology. Clients are asking us for better communication and the accountants and developers at these new ‘proptech’ firms are then naively building elaborate systems that can deliver automated “I love yous’ at a reduced cost. Whereas what the client actually wants is meaningful advice and conversation and to know that you’re there for them.

My wife’s need to hear that I love her every once in a while hasn’t changed since the advent of the internet or smartphones. Neither have the fundamental needs of clients within the property industry. Great businesses are formed by those that are able to connect emotionally with their clients which is why we are now starting to see the emergence of a two tier market within the property industry consisting of those that do connect and those that don’t. The former will enjoy far more loyalty and goodwill whereas the latter will be forced to compete on price and face increased advertising costs.

Moral of the story; don’t take your clients for granted and show them you love them (metaphorically of course).

Carl Brignell is Managing Director of Elite Conveyancing – an ever-growing panel consisting only of qualified and experienced lawyers committed to bringing speed and customer service back to the conveyancing market.

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