It takes discipline, patience, persistence and regular communication to successfully implement client for life strategies, according to LJ Hooker CEO Janusz Hooker.
“Basically an agent needs to be someone that can look at an individual and say, ‘I promise to give you the best customer service possible and then I am going to be relevant to you and add value to you until you are back in real estate mode’, which on average in Australia is up to [every] seven years,” Mr Hooker told Real Estate Business.
“It takes a very patient person and someone who is committed to the industry and the individual client, to be able to do that knowing there is no pay day for seven years.
"But the most successful people in our industry do that.”
Mr Hooker said myLJHooker - a free online site which gives members access to over one hundred tips and articles and exclusive offers via partners such as Mitre 10, Kennards Hire, FortyWinks and Oz Design Furniture - is a key part of the group's client for life offering.
“There are many client for life techniques that have been done in the traditional sense; including giving people relevant information on local house prices in their street, sending them an anniversary gift on the day of house…[but these] can be very labour intensive,” he said.
“What we have done is translated that into something called myLJHooker...individuals can log on to their own page online and basically it is everything they want to know about real estate.
“Over time you are delivering quality information and great deals that are adding value to their house, so when they are next in real estate mode, LJ Hooker has been front and centre in their mind.”
More than 600,000 unique browsers per month are now visiting www.ljhooker.com.au, which is 20 per cent of the traffic heading to domain.com.au and 10 per cent of the visitor numbers received by realestate.com.au, said Mr Hooker. The visitor numbers rose sharply in January, up 40 per cent, and follow the company's focus on building its website presence.
LJ Hooker has also rebranded and recently launched a new integrated marketing campaign, which includes an increased focus on social media. The new marketing campaign centres on ‘10 Reasons why customers choose LJ Hooker’.
Some of the '10 Reasons' used in the campaign include the $15.5 billion worth of property – or one property every three minutes - the group sold last year; the more than one million open houses held; that more than 250,000 investors gave the management of their property to LJ Hooker; the automatic addition of an extra 2.5 million unique buyers with LJ Hooker’s online listing service; and that ljhooker.com.au attracts more than 450,000 unique visitors a month.
“Online traffic has doubled, just on the back of the new look and the way we have simplified and cleaned everything,” Mr Hooker said.
He added though that myLJHooker didn't replace the need for agents to maintain regular, personal contact with prospective clients, whether by telephone or in person.