Using the Exit Interview to Refine Your Marketing
A couple of days ago I saw this brilliant tactic that focuses on your long-term marketing refinement. I thought that many of our clients, and Realtors in general, could put this into effect to learn more about their businesses, then make necessary adjustments. This tactic is called an exit interview. It’s exactly what it sounds like — you interview the client when the transaction is completed or not going to happen.
In real estate there are two great times to use the exit interview:
- Shortly after the settlement process — maybe a two weeks or so because the client is usually overwhelmed with moving.
- Or when a potential client leaves your business and goes to another Realtor.
Here’s a great example of this email kind of email that was implemented by Josh Pigford of Baremetrics.
If you just read the headline, you will realize that Josh is not expecting an exit interview at no cost to himself. He is willing to pay for to learn valuable information — he does this either directly with an Amazon gift card, or by making a donation in the interviewee’s name to a charity of their choosing.
This process will cost you a little bit of money and time, but it’s incredibly worth it! Instead of sending past clients off into the night, or not knowing why potential clients are leaving your business for another, you are gaining valuable feedback that can immediately be implemented.
What would this email look like?
Feel free to steal the emails below to get started. Just tweak them however you’d like!
Email to clients after settlement:
‘Thanks for choosing me (our team, our brokerage) as your Realtor! We were thrilled to help you get into a new home and wish you all the best as you make your life there!
At Company XYZ we’re always working to make our business and processes better for clients like yourself. Your honest feedback is crucial to this process.
Would you be willing to help us out by participating in a 30 minute interview about our services? For your time we will send you $50 Amazon Gift Card or donate the same amount to a charity of your choice.’
Email to clients who moved on to another Realtor:
‘We are sorry to see you go! We wish we still had the chance to get you into that perfect house (sell your home, etc.), but we understand this business is competitive!
At Company XYZ we’re always working to make business and processes better for clients like yourself. Your honest feedback is crucial to this process.
Would you be willing to help us out by participating in a 30 minute interview? For your time we will send you $50 Amazon Gift Card or donate the same amount to a charity of your choice.’
What do I ask during the interview?
The first thing you may want to consider is having an internal team member conduct the interview. This way the client or ex-client may give impartial answers, and you won’t get your feelings hurt. On the other hand, you have a history with the client and can ask more direct questions. Here are a few great questions to get you started!
- Where did our company exceed your expectations?
- What would have made your experience better?
- Where could I, or our company have been more knowledgeable (helpful, reassuring, guiding, better)?
- Did you feel our process was thorough? What was unclear?
- What made you choose our company?
- How did you find our company?
- Would you recommend our company to a friend or family member? Why? Why not?
- Do you know anyone in need of a realtor?
- What did we do (or fail to do) that caused you to change Realtors?
- Were the tools that we provided clear and easy to use? MLS, pdfs, flyers, pictures, etc…
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You can always email me with questions about these tips & tricks, or about our services: [email protected]