Concierge Programs Aim to Ease Transaction Pain

Brokerages are looking for new ways to cater to customers, whether through launching their own version of instant cash offer iBuyer programs or new incentives they can offer customers to that will keep them at the center of transactions.

Keller Williams recently announced a new pilot program in select markets called The Keller Offers Concierge Program that will help homeowners spruce up their home with minor improvements and services before they list it for sale.

The Keller Williams program allows agents and home sellers to decide how to capitalize on the home’s value through improvements. The program will fund the actual improvements at very little to no upfront costs to sellers. “The goal is to stay laser focused for the benefit of the consumer and focus on delivering,” says Gayln Ziegler, director of Keller Offers.

Keller Williams’ iBuying division, Keller Offers, is funding the concierge program. A pilot program is being rolled out in Texas, Georgia, and California. Officials say the concierge program will eventually become accessible to every Keller Williams agent, although a timeline for that has yet to be released.

“We are giving consumers options: Cash options, renovation, and the agent is always there,” Ziegler told HousingWire. Keller Williams recently announced a partnership with iBuying firm Offerpad to allow its agents to make instant cash offers to home sellers looking to sell fast through its Keller Offers program.

Brokerages are looking to add more services to lure clients. Last year, Compass launched a concierge staging and renovation program that had no upfront fees to customers. Compass Concierge has real estate pros guide sellers through home improvements that could better their chances at selling, such as deep cleaning, painting, staging, declutter, landscaping, and other house projects. In 2017, Redfin launched a similar program called Redfin Concierge, which pays the cost of deep cleaning, staging, landscaping, and more for listings that have a value of at least $500,000. The Redfin program is available in select markets.

In late August, ERA Real Estate announced the launch of ERA Moves, an automated program with MooveGuru that allows its agents to provide clients with exclusive offers, discounts, and a concierge service. Real estate pros send agent-branded personalized emails to clients that have local discounts during the home buying process as well as to homeowners to stay top-of-mind. The program also provides a concierge service, such as helping clients connect all the utilities to their new house in one phone call opposed to making about seven calls to do so.

The average person spends $10,200 on move-related goods and services when they relocate, ERA notes. ERA Moves allows agents to offer discounts from national retailers.

“Our objective is to give ERA affiliated agents new opportunities to connect their clients through valuable services, offers, and incentives,” Simon Chen, CEO of ERA Real Estate, said in a statement. “Now they are able to send true value-added communications, providing their clients with ways to manage their move and their lives, keeping the agent at the center of not just the home-buying experience, but the entire homeownership lifecycle. In addition, this gives ERA affiliated brokers the opportunity to develop a passive revenue stream from servicing clients and prospects. Everybody wins.”

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