Partner Article

Want to make your business ‘stand out??

I’ve come to believe over the years that most of us are experts at spotting poor customer service…… when we’re the customer. And yet that ability tragically disappears when we’re the ones providing the service. Why is that?

My wife and I have a small property portfolio which we’ve put together in the last 4- 5 years. From the outset (when we had just 2 properties), we never wanted to manage the properties ourselves as we just didn’t want the hassle of dealing with the problems. In the first 3 years we went through 8 managing agents (7 of them are well known estate agents in the north east, household names you might say and 1 was a small, little known, 2 man business). We terminated our agreement with each of them for the same reason - none of them could deliver what they said they would. That usually manifested itself in the following way - when there was a problem (with the drains, the tenants, the roof or anything else) it became my problem. They did little more than collect the rent (via standing order) and take their commission. I see no point in paying someone to do a job when I believe I could do it just as well - or better.

Then we met Damiano Rea; he owns Heaton Property in Newcastle-U-Tyne. They are letting agents and he and his team of staff do a really great job. They have managed our properties for the last 2-3 years. Is that because they do a great job at a low price? Nope. Is it because they do a great job and I’m happy to pay more than the average for it? Nope. It has nothing to do with the price. (We’ve used agents who charged more and some who charged less).

So why does Damiano and Heaton Property get our business? Because they care. Because it’s important to them that we’re happy with what we pay them to do. Because we valued as customers. Whenever there’s a problem, it’s their problem. To cut a long story short - Damiano doesn’t make any exaggerated claims as to what level of service Heaton Property provides, they just get on and deliver the kind of service I thought that all managing agents would provide (but don’t), and then some. I guess that’s why Heaton Property won The Sunday Times’ Letting Agency of The Year award in 2012.

Whilst you may not believe it, I sometimes forget we even own the properties, such is the minimal extent to which I’m involved in the day-to-day management of them. I just watch the rent come in.

What’s my point? That (regardless as to the type of business you’re in):

• Service is your greatest product
• Your customers will be loyal and will stick with you if you look after them
• Your customers will tell others about you (just as I’m doing now for Heaton Property) if you demonstrate that you genuinely care as to whether or not they are happy with the product or service they are buying/ have bought from you

You know how much ‘care’ costs? Nothing.

This was posted in Bdaily's Members' News section by Austen Hempstead .