SANTO DOMINGO.- “The world has changed and there are new, increasingly connected clients who require immediate services,” said international speaker Marcos Lovera, as he began his presentation at the Innovate 2024 congress of the Association of Real Estate Agents and Companies (AEI).
During his lecture, “The Art of Winning Over Your Client and Selling,” the specialist argued that the species that survive are those that adapt best to change, inviting the more than 600 real estate agents gathered in the Grand Ballroom of the Catalonia Hotel to make a difference because “if you don’t differentiate yourself, you won’t exist,” he declared.
“We are going to start differentiating ourselves, focusing, and communicating. To build brands that we tattoo on our hearts, but to arrive at this type of concept, it's basically about the interaction your customer has with the brand,” said the Argentinian, co-founder of Mangata Customer Development.
Supporting her presentation with figures, Lovera called on attendees to turn clients into brand ambassadors. “Real estate agents can blend digital and in-person approaches,” she said, urging them to build memorable experiences.
Marcos Lovera, during his presentation at the Innovate 2024 Congress. Fidel Pérez/El Inmobiliario.
“We have to sell to all generations. By 2025, 64% of customers will be from younger generations,” he explained, urging participants to consider artificial intelligence and embrace the trends that advocate for sustainability. “Eighty percent of people understand that we must make efforts to reduce our environmental impact,” he noted.
Lovera argued that customers don't buy products or services, but experiences. “What builds a brand is not the message, but the experience. It doesn't matter how you think you're doing, but how your customer is perceiving it.”.
He outlined the five pillars that make up a company, including designing processes and policies because without processes there is no experience. “Always serve as if it were the first time; every detail counts. Customer service is not a department, but an attitude,” he noted.
He invited the audience to have their purpose centered on the customer and to generate empathy, given that emotions represent the main memory that people have, "it's not just what we think, but what we share. Sympathy is not the same as empathy, the combination is being empathetic.".
According to the figures provided by the expert, 8 out of 10 people remember you for how you do things, not for what you do.
There is a company and a customer, customers at three points before, during and after, because every point of contact is important.
