Saturday, June 25, 2011
AFTER-SALES service is important when selling condominiums, an official from a property development firm said.
Speaking before Cebuano brokers in a forum yesterday, Florante Ofrecio, director of sales of DMCI Homes, said selling condominiums doesn’t stop when a buyer hands over the full payment; one secret of the most successful sellers is the after-sales service they extend to their buyers.
“After-sales service is important because this is an opportunity where one can get referrals,” Ofrecio said in the forum “Excell 2011: The Best Practices in Condominium Selling” held at the Radisson Blu Hotel.
He noted that 30 percent of sales back-out is caused by personal issues but 70 percent is due to rude or bad customer service.
“Condominium selling is not only lip service, it is a commitment to product quality. A best broker is one that best delivers excellent service to his or her clients,” he said.
Aside from rendering after-sales service, Ofrecio also advised brokers to be excellent when dealing with clients. He said that although brokers may have the same product to sell and may present their products anywhere, they should always bear in mind that
each client is unique and that they should be well aware of the client’s experience.
“Real estate marketing is recognized by the Philippine Regulatory Commission, so we should at all times be guided by the ethical standards in the profession, because your name is your capital,” he added.
A P300-billion business
Jun Garing, Salesman’s Centre head, noted there is a need for Cebu’s real estate practitioners to continually learn the best and most effective practices, otherwise a glut of condo properties can be expected if good marketing approaches will not be applied.
The forum was said to be the first real estate forum in Cebu organized by the Salesman’s Centre-the Institute of Sales Training and Entrepreneurial Development. It aims to provide brokers effective strategies on how to effectively sell properties to both local and foreign clients.
Ofrecio said the real estate industry in the country is valued at P300 billion in a year. Condo living, which was originally offered to the high-end market some 20 years ago, has now evolved, with the middle-income market as one of its promising markets.
“The market is still there. The middle-income class has grown so much. They are the markets that would absorb the condominium projects that we are building,” he said. But in order to avoid huge inventories, developers should target specific markets.
Ofrecio also credited the optimism of the industry to the sustained growth of overseas Filipino workers’ remittances.
The Bangko Sentral ng Pilipinas (BSP) recently reported that remittances reached $4.6 billion in the first quarter of the year, or 5.9 percent more than what was recorded in 2010.
Published in the Sun.Star Cebu newspaper on June 25, 2011.
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