Social Customer Service for a Real Estate Brand

How it should be done!

The brief

Social Customer Care

It’s imperative to have a consistent

“tone of voice” across all customer care

touch-points

Conversation pattern # 1 – When the Brand Calls Customers

Users look at Google Ads and Facebook Ads, give the leads (contact information) if interested and get a call back from brand’s customer care.

Conversation pattern # 2 – Customers calls the Brand

Users look at social content, Google Ads and Facebook Ads, visit the landing page and decide to give a call to customer care themselves.

Two crucial points to start with

Customer care should know what the brand Stands for –

They should have a thorough knowledge of the property, location, amenities but should sell

the core first – The USP of the brand.

Customer care should know their prospect –

The target is not a first-time or budget-oriented home buyers. They are talking to prospect

who is already living a luxurious life but is missing the soulful living experience. (in case the

brand is into luxury real estate)

Suggestions - When the prospect calls

• Have a TOLL FREE – 1800 000 000 number.

• Automated voice greeting the customer before the line is transferred

• Sample VO – “Welcome to XYZ Builders . Please hold while we transfer the line to our

“Relationship Manager”. Followed by soothing music.

• SMS follow up followed by a well-structured email with a link to the respective property

Sample call script

Start the call –

“Hi Good evening, I’m Amit Kumar and I’m the Relationship Manager from XYZ Builders.

How are you this evening? (wait for their response)

GREAT! I hope I caught you at a good time. This will be a brief about the soulful and

luxury living experience that XYZ Builders offers.”

We came to know that you are interested in our property. That’s a great property to

choose. Are you looking at Villas specifically because we also have luxury apartment.

Close the call -

Thank you for your time. You will get an SMS with my contact details should you need any

further information, anytime. In the meantime, I will send the property details to your

mail id. Looking forward to taking you through our model villa very soon.

Thank you and have good day!

The script will also cover –

• Location – emerging real estate destination in Goa

• Landscape/greenery – nature at your doorstep

• Architecture – Name of the architect

Sample Call

script

Key pointers for the follow-up Email

• Brief intro about the brand

• Brief details about the property that the prospect enquired

• Pointers about the property (key bullet points)

• Photo of the property with the possession date

• Google map coordinates

• Reminder to visit location for site visit

• Only 2 supporting documents – Images + Videos & Info

• Should be heavy on content

• Bullet points to be precise

• Property pics

• Less or All-in-one supporting documents

Points to consider - How to improve it -

Call - Convince the prospect on Soulful Luxury

Customer care should use the

keywords related to the brand like,

luxury homes, luxury lifestyle,

beach life, location, architecture,

etc. while addressing the prospect.

Sell the lifestyle first

During the conversation

Post the call

• Follow up with prospect

• If they do not pick up, keep following

up

• Ask for referral

Follow up over call

• Send an SMS immediately after call

(Subject – “You just spoke to Amit from

XYZ builders…”)

• Send an initial mail about the property.

Send a follow up mail after a week.

Send any update to the prospect.

Follow up online

Recommendations on Supporting document for follow-up emails

Avoid sending too many supporting documents

PDF of the brochure with info on price,

site plan, floor plan

It would be easy for the prospect to have two PDFs. One with all the important information like price, site plan, floor plan, location, neighbourhood etc. And another PDF with images and link to property videos.

PDF with images and link to video of the

property

Thank You