8344048410_a5ab213e3f_kModern consumers want to help themselves.

According to Forrester research, by the year 2020, the customer will manage 85% of a relationship with an enterprise without interacting with a human—which is nuts, right? In the real estate industry, for instance, how might this affect us? Can you imagine being hands-off with your clients 85% of the time while still providing valuable service? What would that look like? How would you do it?

I learned recently AdAge dubbed Millennials (22- to 34-year olds, predominately) as THE generation of customer service—which sounds strange, given that we just said 85% of customer experiences are forecasted to be automated in only a few short years.

But there’s a twist: AdAge also declared that millennials “… expect to be able to travel their own path while receiving assistance anywhere along their personalized (and preferably customized) customer experience.”


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Now, I would think, for most of us, customer service means something vastly different than how it’s being used here.

We might think of it as a matter of being more hands-on—more of an active participant; more smothering, even. Here, however, it’s really quite the opposite. It appears to be more about laying a path the client can walk on his or her own, so to speak.

Get this: per Synthetix, 75% of consumers believe businesses should make answers to all their common questions available via smartphones. So basically, three out of four consumers believe your business needs a FAQ, which, just to be clear, stands for Frequently Asked Questions. But not just the frequent ones—the infrequent questions too. In fact, you could even think of this as a blog whereby each question represents a new post. For example:

  1. What are the “smartest” smart-home improvements?
  2. How worth it is walkability?
  3. How do I calculate my estimated closing costs?
  4. Understanding real estate agency the the state of ________.
  5. Understanding my contingencies.
  6. What are seller-paid concessions?
  7. Should I stage my Nashville home? If so, what sort of a bill should I expect?
  8. After the purchase agreement is bound, what happens next?
  9. What if the house doesn’t appraise?

Often enough, we wait for our clients to ask us about a matter before bothering to address it, which, in a way, places our clients on a need-to-know basis (whether we mean to or not). Modern consumers want the power to know and the power to do. They want to help themselves.

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Photo by the talented, Caden Crawford


Jason Pantana, Realtor, Speaker, NashvilleJason guides real estate professionals through current and emerging trends in consumer behavior, sales and marketing, and entrepreneurship. To invite Jason to speak or to schedule a consultation, visit: www.JasonPantana.com/Contact