It was just about two years ago when we launched our first Listing Concierge pilot program for Coldwell Banker NRT in the Golden State’s capitol region, Sacramento/Tahoe. The local leadership and branch managers worked together to build the plan, there was alignment among the teams like I’ve never seen before and the marketing team was laser-focused on delivering on leadership’s vision with a high degree of success. Failure was not an option.
Fast forward to today. While the road hasn’t been without its bumps and we’ve learned an incredible amount along the way, we’ve seen amazing results. Listing Concierge is in nine markets and more are launching soon, the team handled more than 7,600 orders in 2018, we have a consistent average of +70 NPS, and our capture rate averages just over 40%. By all measures, this program is proving to be a true differentiator for Coldwell Banker NRT.
The Secret Sauce
The secret? We are big believers that the secret sauce is the beautiful marriage of a great product and amazing, white glove service. We’re creating a distinct advantage that our competitors simply can’t deliver on. It’s hard. It’s complicated. Some have tried and failed. But, for us, it works. We know we have something special here and the excitement and results that this program is creating for agents is worth it.
Recently an agent posted on Yammer, “Listing Concierge is quickly becoming a game-changer in our market. The key is making sure we can articulate the importance behind every one of these marketing and exposure opportunities for the seller. Once we master that, we become very hard to beat if you are competing against others at the listing table.”
Southern California President Jamie Duran said, “SoCal loves it! Agents are clients for life now! We are winning more listings, higher commissions and turning one listing into many more. Thank you!”
But more than anecdotes, let’s look at the numbers that prove it’s working:
50%
Listings involved in the program sell 50% closer to list price than those that don’t
2-7%
Listings involved in the program experienced a 2% to as much as 7% higher sale price than those that weren’t
2X
Agents that use Listing Concierge are twice as productive as those affiliated agents who don’t
With this success in our pocket, the roll-outs are speeding up and Listing Concierge will be in all Coldwell Banker NRT markets by year-end.
Design Concierge
Building on that theme of marrying tech with service, we’re piloting Design Concierge in Southern California and Arizona and are actively working on plans to expand this program significantly over the next several months. This program is a game-changer and something agents are asking for daily. Offering custom branding, logo development, copywriting, collateral and agency-level support, Design Concierge brings the amazing talent of the design pros at The Creative Studio to agents. These are people who are passionate about great design, understand that thoughtful, simple design is in the detail and there is nothing more satisfying to them than bringing agents’ designs and branding to life.
Social Concierge
Who are lovers of a good meme? Have a healthy obsession with all things digital? And if they could invite five people, dead or alive to their dinner table, the first two spots would be taken by Mark and Sheryl? They are the social strategy team at The Studio. The third service in our concierge offering, Social Concierge, is well into planning now. In fact, we spent December and January doing user research on what agents were looking for with regards to social support and now we are actively building out our product plan. More to come on this one!
DIY vs. Concierge (Semi-Custom & Custom Service Offerings)
While we build on these concierge products, we know that every agent is unique. Our goal is to offer a suite of products and services for every agent at the moments that matter most to their business. These range from an intuitive, easy-to-use, DIY tech suite that lets agents control their own experience, build their skills and create a marketing solution that helps them reach their personal goals, to three, best-in-class concierge-level packages that marry the best in innovation and service.
You’ll find that the concierge packages offer semi-custom options, and for those who are looking for a uniquely tailored, custom service, we will invite them to work with our expert designers and copywriters via Design Concierge.
Wherever agents are in their career and whatever the path they choose — DIY or Listing, Design and Social Concierge — we’re offering the tools agents need to save time and money, build their business and simply do better marketing.
