As a Property Developer, there are lots of issues to solve in order to keep residents and new house-owners in sync. The after-sales and customer care track is often overlooked or handled inefficiently. This is not just a problem in Asia, this seems to be a worldwide trend.
In other words, Property Developers are often focused on the Sales & Marketing process, and forget that there is a lot to be gained from the after-sales and customer care responsibilities. This last one can help tremendously with branding and overall brand recognition. Offer amazing opportunities to boost Social Media exposure and traction, But what to think, about repeat customers, and adding value-add to the community at large.
As in any customer care situation, prompt and proper communication with the parties involved is essential before frustration levels are reached, and things spin out of control. Maintaining good contact and creating a positive vibe in the relationship with new homeowners is essential in any business process.
While we live in a digital world, part of this process can be automated, and once set up, can run partially by itself.
Simply said, the relationship with the new resident, does not stop once the sale is done. There is a world of opportunities to explore, to optimize the communication between the residents, and the property developer.
Failing Defect Management
Defect Management is most likely the most comprehensive service a Property Developer can offer to his new house-owners. Defect Management is part of the contract between the property developer and the resident, in the form of the DLP service period. In many cases, inefficient defect management is also a pain point for new house-owners. Proper defect management can deliver a tremendous amount of trust between the various parties, not excluding the main-contractors. Defect management can be seen as damage control, Damage control to the overall brand image, as it has to make up the mistakes made during the build process. Defect management data delivers a good insight in the overall build process of the properties, quality of certain materials, quality of the contractors, and the quality control applied.
Non-Digital Customer Care Team
When Customer Care teams in 2020 are still working with pen, paper, and excel spreadsheets, you can count on the inefficiency within such a team. New automation tools deliver the capability to log each and every transaction made. Every call, every WhatsApp message, every interaction, but also documents, emails, pictures, and videos. Everything, all historical data stored in one place, available whenever, wherever. Data availability in this fast and modern society is a crucial element in prompt action, and optimized performance. It can also lead to more effective training and essential updates of the company processes.
Customer Care is a life-line for a company, to measure its performance, and to improve its core business values.
Absent Info Stream During Build Process
It is not uncommon that there is a complete radio silence between the sale of the property unit and the VP process. 18 months of silence based on a purchase done from a brochure or a fancy looking sales gallery. The new home-owner is craving for news about his new home. Has the build started? Are they building the walls yet? Is the roof construction installed yet? When shall the paintwork be finished? Are the windows and front-door installed yet?
An info-stream during the build process can assist the property developer to keep his new community member engaged with his purchase and with that with the community. Mix in some additional community news, and new house-owners will be delighted to almost feel as if they started living at the new location yet.
No Community Services
All around the globe Property Developers are building incredible projects. However, in Asia, these projects are often of massive scale. Projects with thousands of property units under construction and development, and often with integrated schools, hospitals, shopping centres, and other services.
All the new residents, the new house-owners, will be bringing their families, make new friends, and find new neighbours. In short, they become part of a new community. An active community can be very attractive for a property developer, as there is a client base, eager for more, looking for upgrades, and additional services.
However, most Property Developers choose not to participate in the community they themselves have helped to build. Being a part of the community can help a Property Developer to drive their business even further.
These are only a handful of the challenges faced by Property Developers. We at ProperLy want to work together with the Property Developer to overcome the challenges and assist to integrate services, optimize communication, and participate actively in the community.