Like many Melbournians living through Stage-4 lockdown, I am scrolling through news and social media for Covid-19 updates to be reassured the drastic measures in place are working.
Covid-19 has me thinking about how we need to change our communication patterns with customers. The recent work I have completed for property clients has confirmed a few ideas.
What is clear is this. You need to Increase the quantity and quality of your customer communications now. I am not referring to retail campaigns. I am suggesting your customers need to hear your expertise now more than ever.
The hats you must wear are:
1) The Information Translator
2) The Reassurer
3) The Messenger of Confidence
The Information Translator
Customers are digesting a mountain of information at the moment. Strip the information down, be authoritative and make sense of it for your customers.
- Deliver helpful insights on hot topics like ‘Buying during Covid-19’
- Provide distinct answers to Frequently Asked Questions like “How do I apply for the First Home Buyer Deposit scheme?”
- Tailor your language and content to the customer type
- Communicate through channels they prefer to use. Social? Or Email?
- Use attention grabbing headlines to make your point. For example:
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- $25,000. How the HomeBuilder Scheme works for you
- 3 Government financial schemes designed for you
- Your only guide to the First Home Loan Deposit Scheme
- 5 steps to purchasing your home during Covid-19
The Reassurer
Let’s face it, change can bring stress to people. Remain present for your customers and be vocal. Emphasise how you are there for your customers if they need you.
Use reassuring and calming language. Try these terms:
- Rest assured
- We are here
- We understand
- We can help
- Let us show you how
- We are contactable by phone, email, FaceTime, WhatsApp
Know your buyer’s stresses and be solution based for them.
- Demonstrate how new sales processes are providing similar service levels
- Educate about the new technology you are using, from taking deposits online to e-contracts or virtual appointments
- Share customer success stories about their experiences purchasing during Covid-19
- Provide positive property and real estate insights
The Messenger of Confidence
As well as reassurance, I can tell you that during Covid-19, customers just want to feel confident that everything is still on track, despite enforced restrictions and changes to processes.
Even the smallest bites of detail drip-fed can go a long way. Customers will feel the love. How do you do this? Try these easy ideas:
- Provide regular project and business updates
- Forward external news such as local community news
- Interview Development and Building Managers and External consultants for project updates and refreshing behind the scenes news
- Showcase testimonies from similar purchasers to your customer types
In conclusion, it’s about keeping things under control as best as possible. Nurturing your customers through these rough seas will take a bit of effort, but knowing which hats you need to wear will help in planning your communications during this period.
Say Hello
We are always up for a chat about property and marketing. For a private and no obligation discussion, say hello to Mike Flynn at Matisse Communications:
Featured in the media
Our articles have been featured in leading digital publishers for the Australian property industry. Visit The Urban Developer and The Real Estate Conversation.