We all know the importance of first impressions — they lay the foundation for future interactions and are hard, if not impossible, to change.

But what about “lasting” impressions? For referral based businesses these can be the deciding factor in an individual’s decision to refer you — or not.

Let me share a story

I bundled my TV in with my phone, cell phone and internet connections. I was pretty happy — until the monthly fee went up with no notification. I called and received a discount to stay for another year. I specifically asked to be notified before any price changes. As I am sure you already have guessed — no notification.

I decided to make a change — based purely on cost of a bundle of services, so there is a good chance that I will change again once the new customer discounts expire. A practice I am sure many of us share.

So I called to cancel my existing TV service and was told that I would receive return packing materials for the equipment. When I signed the contract the return shipping was included and the only possible charge was if I did not return the equipment within 30 days. I was a bit surprised to learn that they had decided to charge me for using their label. Of course, I can use a different shipment method but they did not provide a return address.

1 strike

I was pretty much at their mercy. I waited over a week for the return packaging - all materials must be received within 30 days or they charge me several hundred dollars. No packaging.

2 strikes

I called to request an ETA for the packing materials and a guarantee that I would not be charged because of their delay. After listening to several automated messages and transfers thru their systems, I finally got a person. First they wanted my phone number and my name, no problem. Then they wanted a number off of the equipment, then my smart card number, etc. etc. I asked to speak to a supervisor and was denied. I spent over 30 minutes on the phone, had to run around my house gathering information and was generally angry with the way the call was handled.

3 strikes

If I am ever asked about this company my reply would not be about the 2 years of high quality service I received, the friendly folks I spoke with or the response time if my system went down. The reply will be that the company charged me for things I had been told were free and that they tried to charge me hundreds of dollars for cancelling their service.

What kinds of “lasting” impressions do you leave with a client?

As Real Estate professionals it is important to remember that it is not just about finding the right house.

Your Real estate relationship starts when you are engaged to assist with the buying & selling of a home. It continues thru showings, open houses, closings and hopefully into future home transactions.

As part of leaving a positive “lasting” impression did you;

• Show up at the walk thru?
• Help your clients over the rough spots in closing?
• Contact them after the close?
• Congratulate them on their new home or sale of a prior home?
• Send a house warming gift?

Remember: Every interaction counts. What your client remembers will determine how they refer you to their friends, colleagues and acquaintances.