MARKETING
Paul Harris admits the service may have no immediate financial advantage to the company, but they find that many clients remember the little things and think of them next time they are moving home or are asked for a recommendation. The umbrellas and key rings are used over and over, increasing brand awareness. Mayfair based Property Acquisition
agents Manse & Garret also appeal to the client’s sweet tooth. Says director Karelia Scott-Daniels, “When our clients complete, whether it’s a purchase or a rental, we give them a custom-made chocolate house. These are often very well received.”
Practically brilliant More practically, M&G will also change the locks and take possession on the day and – probably worth more than all the other goodies put together – provide an assistant for the day. “We take meter readings, change the
utilities into our clients’ names and register them for Council Tax,” says Karelia. “We also provide some information about the area, such as where is the nearest supermarket and if they will home-deliver, when to put out rubbish and recycling and ordering the bins or bags. Recently we have found a carpenter to fix a twisted door, dealt with census form queries and suggested an alarm company.”
boxing clever Moving in boxes are more usually handed out by developers, at least in Scotland. But Ayrshire agents Donald Ross do provide a gift box, designed to provide the essentials needed to get clients through the first few days of moving home. It includes cleaning products, energy efficiency products, toilet rolls, coffee and tea. In addition, and imaginatively, it includes vouchers from retailers like John Lewis and DFS. Says Steven Miller, Donald Ross MD,
“The gifts are very well received by clients and totally unexpected. It generates goodwill, but it’s important that the gift boxes include items that people can really make use of rather than marketing fluff.”
‘It generates goodwill but its important that the items can
really be used, not just marketing fluff.’ Steven Miller DonalD roSS
32 JULY 2011 PROPERTYdrum
PoSH PreSSieS Lucky buyers and new tenants in Belgravia, Kensington and Mayfair are unlikely to forget local agents Henry & James. No eco-lightbulbs and instant coffee for them. James Bailey, Head Of Sales says, “We do
a little gift bag from one of the perfumeries on Motcombe Street for our new tenants and homeowners, with perfumes, bath/ shower gels and creams. We also use Pierre Herme for their macarons (Macaroons to ze Engleeesh) and the local florist on Motcombe Street to create a lovely bouquet. We also send out a welcome pack, which includes a local directory of services, restaurants, etc and a map of the local area.” Rubbing shoulders at the top end of the
classy goodie bag scale is Savills’ independent buying arm, Prime Purchase. They normally give clients a leather-bound Smythson visitors’ book with the name of
‘We do a little gift bag from one of the perfumeries in Motcombe
Street with perfumes, shower gels and creams.’ JaMeS bailey Henry anD JaMeS
the new house embossed on the front. It fits snugly into the market: their clients are more likely to be buying The Old Rectory than 15 Gasworks Lane. William Marsden-Smedley, a director of PP says, “I have sent flowers and champagne too. We go the extra mile and I’ve been asked to do all manner of things, from recommending a plumber to finding a breeder of Labrador puppies.”
going tHe extra DiStance Where a strong after sales service really comes into its own is overseas. British buyers may have researched their second home area in terms of desirability, but few will have a working knowledge of local trades. The Lucas Fox agency,
Champers always helps, but make it decent!
‘Prime Purchase gives clients a leather-bound Smythson visitors’
book with the name of the new house embossed on it.’
williaM MarSDen–SMeDley PriMe PurcHaSe
based in Barcelona, operates in Spain, Ibiza and Portugal. Marketing Manager Anthony Leaton says, “As well as property and rental management services, we work with builders and interior designers who take care of renovating and furnishings, on time and on budget. We place a great deal of value on establishing longterm client relationships and can manage the entire project if the owner is out of the country.” Some developers go way beyond the
cakes and candles to impress buyers. At The Lakes, a Cotswolds based joint venture between The Raven Group and ‘yoo’, the accent is on families and recreation. To show off the facilities and make new families feel welcome, the developers throw a party. A recent buyer had a chef-prepared meal for 20 guests, a sommelier who presented wines for tasting and the children whisked off for an afternoon of over-lake zip-wiring, canoe safaris and face painting. Top that! Champagne, flowers and chocolates are
all very well (and lovely), but the agents may be missing a trick. What would be welcomed, often with heartfelt thanks, would be someone sent around to re-assemble the computer...
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