Using Call Capture To Improve Client Relationships

By Brandi Armstrong

Call capture is often looked at as a technology lacking in human interaction. A potential client sees the call capture number on a sign or business card and if intrigued, calls it. They are greeted with a pre-recorded message from the real estate agent with options to listen to several other recorded messages about properties for sale or other real estate related information. The customer’s number is logged, and a real estate agent can later call them back for a follow-up.

Some critics decry call capture technology as a form of telemarketing, and argue that it lacks the personalization and human interaction which is fundamental to the success of any real estate business.

Done correctly, however, call capture technology can help a real estate agent form better relationships with clients by using information gained in the capturing process to be more focused on individual client’s needs.

In a typical call capture situation, a prospective buyer will call the number because they are interested in a home they’ve seen. At the end of the recording, there can be an option to either speak to an agent directly, or to leave a message and have someone call the potential client back. Both of these situations are great for client-focused relationship building.

In the first case, a client who has called the number has already shown interest in what the agent has to offer. This places the call one step ahead of a “cold call” in which the client’s interest has to be determined before proceeding. This means that an agent can be sure there is interest in a home or service provided by the agency – and proceed from there. The conversation can quickly cover the details of the property or service, as well as what type of specific information the client is looking for.

The client’s needs can be quickly assessed, and plans can be made to call them back for a follow-up. When a return call is placed, it will be at a time of the client’s choosing, and will come with the information they themselves have requested. Clients who feel that a real estate agent values them by both answering their questions directly and being timely in responding are far more likely to consider that agent for purchasing or renting a home, and return again in the future. They will recommend others to that agent as well.

But what about the client who leaves a message on the call capture number? The same principles apply. They will leave details about what kind of information they are looking for. This can give the real estate agent invaluable information to prepare for the next communication with the client. A real estate agent can be ready not only to answer the questions which were explicitly left on the call capture message, but also be prepared with answers and advice about further questions the customer will likely have, even if they have not voiced them yet. A customer who feels that the real estate agent they are dealing with is going beyond the normal expectation of service will be far more receptive to the idea of a continuing business relationship, even if a purchase is not immediately made.

Another advantage that call capture can bring to the area of client relationship building is the fact that customers will never receive a busy signal or be put on hold. Clients have a very limited amount of patience for real estate agents who hold their calls for long periods of time, or whose phones are never answered. A call capture line allows information to be disseminated to the potential clients even if the call comes in during the middle of the night. A phone call can then be made to the prospective client in the morning, providing an excellent demonstration of prompt service.

While call capture can enable a real estate agent to excel at client-company relations, the technology itself is not what will ultimately drive up sales and boost customer retention. It requires a concerted effort from all real estate agents to return messages as soon as possible, and with as much specific information as possible. Allowing calls to build up in the system without returning them will only lead to the perception that the business is largely automated and not interested in connecting with clients. It will also add undue stress on the staff returning the calls. No matter the home or service being sold, and no matter the price involved, it is essential that call capture be pared with top-notch client-focused interaction.

Learn more by visting RealtyOne800.com.