Florida Realtor April 2013 : Page 30

Market It GLObAL MARkETInG “Innovation distinguishes between a leader and a follower.” — Steve Jobs, American entrepreneur and inventor Winning the World Five tips for turning international prospects into customers. ith 100 percent of via email and to answer her customer base new queries. “It’s an coming from coun-effective way to put a tries like France, Belgium and face to a name and es-Canada, Brigitte Respaut Clem-tablish a relationship ent knows what it takes to Brigitte Respaut beyond email,” says Re-Clement work successfully with luxury, Sterling Equity spaut Clement, who also international homebuyers. A LLC, Miami Beach uses the Skype mobile sales associate with Sterling app on her iPhone. That app proved useful last year when a Equity LLC in Miami Beach, Respaut Clement says the following techniques customer in London experienced dif-work best when negotiating with such ficulties transferring the closing funds buyers: for a Miami condominium. “We handled the issue quickly using Skype while I was 1. Do your homework. en route to my office in Miami [safely Respaut Clement studies the cultures pulled over, of course],” she says. of her prospects ahead of time (for cul-ture tips, see “Service with a Smile, Not 4. Publish testimonial letters from a Handshake!” pg. 14). The efforts paid happy customers. off recently when a customer referred “After every transaction, I send out a her to a Middle Eastern royal fam-client satisfaction letter and ask per-ily member. “Before we met, I studied mission to publish the input on my his family’s story and his culture,” says website and blog,” says Respaut Clem-Respaut Clement, “so at minimum I ent, who feels that her professional knew the proper way to introduce my-reputation has been buoyed by those self, say hello and interact with royalty published testimonials. “Prospective in his country.” clients read those letters, gain confi-dence in my abilities and then email 2. Get detailed. or call me.” “I explain everything from A to Z to my clients via email,” says Respaut 5. Roll out the red carpet. Clement, who always replies to mes-Respaut Clement knows that luxury buy-sages within 24 hours. She also stays ers expect a certain level of service. She up to date on topics like real estate provides customers VIP services like air-pricing, taxes and regulations. She port pickups and dropoffs, help in open-uses a mix of subject lines, short expla-ing bank accounts and introductions to nations and Web links (to longer, more professionals who speak their languages. detailed posts on her blog) to get her Respaut Clement also puts on her tour points across. operator hat for customer visits. She shows prospective buyers and investors 3. Use free videoconferencing around town and maintains an updated tools. list of “Top 10 Things to Do in Miami” on Who wants to pay long distance charg-her blog. es? Respaut Clement uses Skype calls These strategies work, she says, by guar-to reinforce information she has sent anteeing repeat and referral business. 30 FLORIDA REALTOR April 2013 W RoUnDUP box: • Do advance homework on your prospects and their culture. • Use very detailed, information-packed email messages that include links to other resources. • Tap into free mobile and desktop videoconferencing tools. • Leverage testimonials from happy customers. • Roll out the red carpet when they come to town.

Market It

GLObAL MARkETInG

Winning the World

Five tips for turning international prospects into customers.

With 100 percent of her customer base coming from countries like France, Belgium and Canada, Brigitte Respaut Clement knows what it takes to work successfully with luxury, international homebuyers. A sales associate with Sterling Equity LLC in Miami Beach, Respaut Clement says the following techniques work best when negotiating with such buyers:

1. Do your homework.

Respaut Clement studies the cultures of her prospects ahead of time (for culture tips, see “Service with a Smile, Not a Handshake!” pg. 14). The efforts paid off recently when a customer referred her to a Middle Eastern royal family member. “Before we met, I studied his family’s story and his culture,” says Respaut Clement, “so at minimum I knew the proper way to introduce myself, say hello and interact with royalty in his country.”

2. Get detailed.

“I explain everything from A to Z to my clients via email,” says Respaut Clement, who always replies to messages within 24 hours. She also stays up to date on topics like real estate pricing, taxes and regulations. She uses a mix of subject lines, short explanations and Web links (to longer, more detailed posts on her blog) to get her points across.

3. Use free videoconferencing tools.

Who wants to pay long distance charges? Respaut Clement uses Skype calls to reinforce information she has sent via email and to answer new queries. “It’s an effective way to put a face to a name and establish a relationship beyond email,” says Respaut Clement, who also uses the Skype mobile app on her iPhone. That app proved useful last year when a customer in London experienced difficulties transferring the closing funds for a Miami condominium. “We handled the issue quickly using Skype while I was en route to my office in Miami [safely pulled over, of course],” she says.

4. Publish testimonial letters from happy customers.

“After every transaction, I send out a client satisfaction letter and ask permission to publish the input on my website and blog,” says Respaut Clement, who feels that her professional reputation has been buoyed by those published testimonials. “Prospective clients read those letters, gain confidence in my abilities and then email or call me.”

5. Roll out the red carpet.

Respaut Clement knows that luxury buyers expect a certain level of service. She provides customers VIP services like airport pickups and dropoffs, help in opening bank accounts and introductions to professionals who speak their languages. Respaut Clement also puts on her tour operator hat for customer visits. She shows prospective buyers and investors around town and maintains an updated list of “Top 10 Things to Do in Miami” on her blog.

These strategies work, she says, by guaranteeing repeat and referral business.

RoUnDUP box:

• Do advance homework on your prospects and their culture.

• Use very detailed, informationpacked email messages that include links to other resources.

• Tap into free mobile and desktop videoconferencing tools.

• Leverage testimonials from happy customers.

• Roll out the red carpet when they come to town.

Read the full article at http://browndigital.bpc.com/article/Market+It/1347815/151310/article.html.

Previous Page  Next Page


Publication List
Using a screen reader? Click Here