The best part of the steak was the steak.
Do not be misunderstood, flat iron serves a piece of bad meat. But what really remained in mind of a visit recently with my wife was not what was on the plate. It was what came after The bill.
Two silver chips, placed on the table with a little flowering. “These are for free ice cream,” said the server. “You can use them whenever you want.”
Reader, we don’t expect. We practically ran. Despite the fact that he was freezing. Despite the fact that I was raining. Despite the fact that we were full of steak. We stop outside in the drizzle, smiling like idiots, eating ice cream. And then, inevitably: we share it on social networks. We told their friends. We remember it.
And that is the magic of the moment in this: small and unexpected gestures that create delight, tell a story and make people because To talk about your business.
Capital One once had a client mentioned casually, duration of a routine call, which was halfway through a horrendous renewal of the kitchen. Plaster powder everywhere. Anywhere to put your coffee. Only a disposable comment. But two weeks later, a package arrived: a memory foam kitchen car and a handwritten note of the representative with whom he had spoken. He had no influence on his credit limit, his APR or the status of his client. But it had everything to do with trust. A pure and unexpected deposit in what Stephen Covey would call it “Emotional Bank Account.”
It is a concept that is borrowed. Covey says that each relationship is like an emotional bank account. Each positive interaction makes a deposit. Each negative is a retreat. The greater the balance, the greater the trust. Simple and powerful.
Let’s deposit another story.
Omnisend – A B2B email marketing platform of all things, which has somehow dominated the art of brilliant and brilliant human being. Brand Manager Pija Oona Indriūnaitė began sending t -shirts to customers who did not respond to accounts. But not any shirt. A reading: “I ignored ghost, so they sent me this incredible shirt.” Another: “Another meeting that could have a leg email.” It’s fun. It is bold. It is memorable.
And then it is chewable, the pet retail online. When customers notify them that a beloved pet has died, Chewy often sends flowers, a pet portrait and a condolence card. There are no automated emails. There is no cunning sale argument for a new puppy bed. Only one human response to another human being. In a world of “click to cancel”, it stands out as a beat in silence. And Cruialy does not feel like a marketing ploy. It feels like something, somewhere, great.
Octopus’s energy also does. After a simple call to update the details of the account, a client casually mentioned that they were recovering from surgery. The representative could have said “I hope you feel better soon” and continue. Instead, a few days later, a bouquet or flowers arrived at the client’s house. There is no fanfare. Only kindness. A tank made.
So what can agents of this can learn?
Our industry is based on relationships. But also, we stop nourishing them at the time when the keys change hands.
But you don’t have to stop there.
What would happen if, instead of the standard house movement box? AboveAnd he framed it as a gift?
What happens if you recorded a disposable comment that the client made on the graduation date of his son in his CRM and sent a handwritten congratulation card months after the move?
What happens if he stopped waiting to be a sacrificed tea and coffee when he reached the market evaluation, and called the one of the local cafeteria?
What happens if you are looking for small ways of saying: “We care”?
Because when you do that, you are not just closing offers, you are making deposits. You are creating moments that are worth talking about.
And in a business that thrives with references, reputation and retention, the Marketing money cannot buy.
Toby Martin is an experience of real estate agents experienced in residential rentals, marketing and training
