“Concierge Service” is a term that
we advise luxury real estate marketing professionals against using when
describing their own level of service because the term is so often
misused. Unless you hire a highly trained professional concierge to
offer authentic concierge services to our clients, you will just be
offering lip service to those who know the difference.
For example, Target, the massive
discount chain is deploying beauty concierges” to sell cosmetics in 300
of their stores by year's end, according to Wall Street Journal. Concierge service or lip service?
Nordstrom’s has a completely
different approach. They call their specially trained employees in
their cosmetic department, “beauty consultants”. These experts are
knowledgeable about each of the many cosmetic brands and can help at any
counter.
Perhaps, Nordstrom’s counterparts
at Target are equally knowledgeable. But, the label of concierge would
be misleading to Nordstrom’s ideal customers, who most likely have
experienced the genuine article.
On our recent trip to Rome we were
extremely impressed by the highly professional concierge service at our
wonderful hotel. For instance, each of the staff’s restaurant
recommendations was excellent and actually exceeded our expectations.
The concierges actually dined at
each of the restaurants personally either with their colleagues, friends
or families. They also based their recommendation on continuous
feedback from guests. When we returned to the hotel we made a point of
offering our own glowing reviews. With this level of feedback, they
certainly would know if the restaurants were sustaining their
outstanding reputations or declining.
Under some circumstances and with
some clients t is great to provide extraordinary service above and
beyond the call of duty, i.e., the real estate sales process and the
transaction itself. Just do not call it “concierge service” as a
standard offering. It dilutes your stature as a luxury real estate
marketing professional, who is advising your clients on perhaps their
most expensive assets and investments.
Written by Ron & Alexandra Seigel-
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