As the former owner of a marketing and public relations firm, Joan Jackson never underestimates the power of a well-known brand. So when she had the opportunity to join RE/MAX in 2010, Jackson quickly left Coldwell Banker, where she began her real estate career four years earlier.
Jackson said she made the move because she was attracted by the prospect of keeping more of her earnings and by the possibility of fully tapping into her vast marketing skills to build a robust business at RE/MAX.
Now at RE/MAX Professionals in Englewood, Colo., Jackson is a two-year winner of the Five Star Real Estate Agent award, given to a select group of Denver-area agents in recognition of their clients’ positive feedback and overall satisfaction.
What makes her a standout? This RE/MAX 100 Percent Club member shares her insights into keeping clients happy.
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Why do you think your clients like you so much?
I’m very much their advocate. If I don’t think a house is a good fit, I say so. I try to do everything it takes to get them into the right house, or to get a transaction going. Sometimes that means offering unusual services. I’ve helped clients move and I’ve babysat their children so they could pack; I took on a shingle company on behalf of owners whose house had a bad batch of shingles; and I’ve paid for a cleaning service for one client and a sewer scope for another.
What’s the most unusual thing you’ve done for a client?
I had a client who practiced a form of religion that prevented him from signing any contracts or doing any business during certain moon cycles. So I got a Farmer’s Almanac and tried to conduct the entire transaction – and it was a complicated and drawn out one – in accordance with lunar phases. The client was very appreciative.
What other customer service tips can you share?
Your kindness and care are your reputation, and they will drive your next client. Listen closely and ask a lot of questions about your clients’ lifestyle. If your clients are a couple, study their interaction to see how they make decisions and what motivates them. Your service should include good follow-up. Contact past clients to see if they’re happy in their new home. Remember their names, their children’s names and the names of their pets. Clients will notice your attention to detail – and remember it.
What advice would you give agents who are just starting out?
In your first year, expect to learn, not earn! I didn’t earn a dime in my first year, and I didn’t expect to; I treated it as a learning experience. I also urge novices to establish relationships with heavy-hitters by offering to do some of their marketing work. Ask them if you can pass out fliers, or help with open houses – anything to be able to watch these pros in action. At open houses, study the business cards and you’ll quickly learn which agents sell the most. Accept the fact that in real estate there are no deals, only ordeals. Expect to work hard.
What’s your best advice for buyers?
I tell clients to focus on what they’re not getting in the house they like. I call it ‘The 10 and 90 Percent Rule.’ They may be getting 90 percent of the things on their wish list, but if that remaining 10 percent negatively affects them 90 percent of the time, then this isn’t the right house.
What’s your best advice for sellers?
You have to work at teaching sellers to see the house objectively and not as their home. They have to look at it as a commodity – if it’s not what the market demands, it won’t sell for the price you might have in mind.
How can agents grow their business?
Don’t just farm neighborhoods, farm people! Get to know everyone, from your grocery clerk to your cleaning staff and handymen. When I have freebies to hand out – restaurant coupons or raffle tickets – I give them to people in my community. It’s a great way to expand your base. These connections can make you look good and pay off if you’re in a hurry to find a handyman or a housecleaner for an unexpected open house.
Written by RE/MAX News
