Today they go through this important intermediate step: They check you out online first. Customers simply went from top-of-mind awareness (ZMOT #1) to an appointment with you (ZMOT #3). Pre-internet, there were only two Zero Moments of Truth. Zero Moment of Truth #2: This ZMOT is relatively new, as it was introduced with the invention of the internet. They decide you may be the one and they move to the next step. This is a critical moment when the customer is making a preliminary decision on which of their known 12 Realtors to consider. Your goal is to be the Top of the Mind Realtor through your Frequency of Interaction (we call FLOW), and by building relationships, which lead to referrals. Most people, on average, know 12 Realtors. Zero Moment of Truth #1: The customer is introduced (or reintroduced) to you through advertising, personal interaction or a referral. In real estate, there are three critical ZMOTs, that you need to manage. In 2011, Google coined the term Zero Moments of Truth in their ebook “ZMOT.” These are the critical moments in the process when the customer makes a decision, or partial decision, to buy your product or service. What does the customer experience when they see your yard sign or newsletter, when they ask a friend about you, when they come to your office, hear your voice on the phone, explore your website, or meet you face to face? Elevate each of these moments to deliver a memorable experience. The term was popularized in 1987 by Jan Carlzon, CEO of Scandinavian Airlines in his book titled “Moments of Truth.” One of his secrets to delivering a “wow!” level of service is to manage your zero Moments of Truth. A Moment of Truth is when the customer touches your process.
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