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  • Writer's pictureBrett Rosenbaugh

Why Excellent Customer Service Trumps Extraordinary Marketing in Home Buying and Selling

Marketing may be king in most businesses, but in the real estate industry, excellent customer service reigns supreme. Home buying and selling is not just a financial transaction, but an emotional one as well. As such, the level of customer service provided leaves a lasting impression on the clients. The difference between good and excellent customer service is often the deciding factor in whether a client gets under contract. Let’s delve deeper into why customer service matters in the real estate industry.

1. Builds Trust

When potential clients contact a real estate agent, oftentimes they are in unfamiliar territory and need guidance through the process. Excellent customer service involves active listening, providing prompt and accurate information, and being empathetic to clients' needs. This helps build trust and confidence in the agent, turning potential clients into loyal ones. Trust is crucial in home buying and selling, and it’s the foundation of a healthy client-agent relationship.

2. Helps in Communication

Excellent customer service involves timely communication, whether it’s over the phone, email, or text. Real estate agents should consistently update their clients on new properties, open houses, and the progress of the transaction. Communication builds transparency, which helps clients make informed decisions. Agents who prioritize communication and follow through with their promises are more likely to get under contract than those who don't.

3. Provides a Personalized Experience

Every homebuyer and seller has specific needs, preferences, and goals. Excellent customer service involves taking the time to understand those needs and providing a personalized experience for each client. Personalized service is more than just remembering the client's name. It’s about being attentive, knowledgeable, and flexible. Clients who feel appreciated and valued are more likely to trust their agent and engage their services.

4. Builds a Referral Network

Referrals are the cornerstone of the real estate industry. Agents who provide excellent customer service to their clients are more likely to receive referrals, which helps build their business. Satisfied clients often share their experience with their friends, family, and colleagues. Agents who value customer service and go above and beyond in meeting client needs are bound to build a strong referral network, which is crucial to a thriving real estate business.

5. Becomes the Competitive Edge

In a crowded and competitive real estate market, excellent customer service can be the deciding factor in a client getting under contract. In fact, some clients are willing to pay a premium for a personalized and stress-free experience. Real estate agents who make customer service their focus can differentiate themselves and create a competitive edge over their peers. Even if the marketing isn’t as flashy or extensive, clients will value the level of service received over anything else.


Excellent customer service is the bedrock of a thriving real estate business. Providing superb customer service not only helps build trust, it also helps in communication, provides a personalized experience, builds a referral network, and creates a competitive edge. At the end of the day, clients remember the level of care received throughout the process, not how many billboards or flyers they saw. In the real estate industry, customer service will always be the trump card that leads to getting under contract.

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