Premier Service� is the GMAC Real Estate service delivery process designed to create a consistent, reliable, measurable and marketable service experience. The program provides GMAC Real Estate Sales Associates with tools to help explain their role and demonstrate their commitment to providing the best customer service available from any real estate company in the industry.
To understand just how powerful Premier Service can be, one must look at the compelling statistics from industry research. Despite the fact that 79% of buyers were very satisfied, only 4% used an agent they worked with previously. Even with first-time homebuyers factored into that percentage, that�s a staggeringly low amount of repeat transactions. As for sellers, 69% claimed to be satisfied by the services they received, yet only 21% used an agent they had used before. Clearly, buyers and sellers fail to see any difference in real estate companies or agents.
Why is this? Customers do not understand what we do to earn our commissions, feel powerless during the transaction and do not trust us to be on their side. Research tells us that what customers really want from a real estate transaction--value and control. They want value when measured against the commission they pay; and they want the feeling of control that comes from being informed about and involved in all aspects of the home-buying and selling process.
Our Premier Service Program addresses all these issues. The process starts with listening to the customer and continues by establishing mutually agreed upon expectations. Our commitment to service is then put in writing. We perform our service as agreed upon and then allow our clients to grade us afterwards through an independent third party research company.
Premier Service is supported with our four-part Premier Service marketing program:
- The Premier Service Commitment / Guarantee: A certificate which GMAC Real Estate Sales Associates sign and give to customers to explain our pledge of service and describes the agent�s roles of Trusted Advisor, Skilled Negotiator, and Expert Facilitator. With this document, Sales Associates explain what they do, the value they create from their service, and clearly put the customers needs first! By signing their name to the pledge, GMAC Real Estate sales professionals make a powerful and personal statement to customers.
- Collateral Materials: Our Buyer Presentation and Seller Listing Presentation materials are first-class and help differentiate and position you and the GMAC Real Estate brand as the service leader. These materials help further explain and support the roles a Premier Service Sales Associate plays as Trusted Advisor, Skilled Negotiator, and Expert Facilitator.
- Value-Added Customer Programs: Through GMAC Real Estate�s expansive and still-growing roster of HomeRewards� partnerships with home-related service companies that offer our clients special offers and discounts, Sales Associates can further demonstrate the value they offer their customers � and in the process, help relieve the stress that so many customers experience before, during and after a sale.
- Customer Satisfaction Survey: Through the Premier Service program, every GMAC Real Estate customer is asked to complete a survey evaluating the service they received. The simple act of asking them to do so sends an unmistakable message--that their opinion is important and their input is valued. In addition, the surveys allow you and GMAC Real Estate to document a track record of superior service that no other company can match.
Premier Service and our industry leading 94% satisfaction level is incorporated in our adverting and extensive marketing materials and is woven into all our training beginning with the initial introduction and certification class and continuing through skill training. With Premier Service, our Strategic-Partners and Sales Associates can package-up the service they provide, prove the service they provide, and stand out from the crowd of undifferentiated companies and agents. Additionally, sales associates are better able to explain their role, define the value they bring and consequently defend their commissions. Premier Service is the way GMAC Real Estate will come to stand for a level of customer service unparalleled in the industry.