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Tony over on Mortgage Cicerone had a really good post the other day about customer loyalty and satisfaction.

It got me to thinking how do most people create and maintain loyalty? I think the answer is fairly straight forward.

I believe most people ask themselves a few questions when choosing to engage an agent.

        1.    How will this agent’s offer benefit me?
        2.    Is what this agent offering me reasonable (is it too wacky?)
        3.    Do I believe that this agent is capable of doing what they say?

Most people ask and re-ask themselves these questions over and over during the life of the engagement. If you live up to or exceed the expectations set by these questions, then you will have a good measure of satisfaction from your client.

But will you have loyalty? Probably not. Why?

Because you haven’t asked for it. How do you ask for loyalty? Once you have done an outstanding job for someone, ask for a referral, ask for a written letter of recommendation, have them post a review on Agent Scoreboad. When people “publish” their experiences with a given vendor, they have now committed themselves to that vendor. They have endorsed that vendor, and they want that vendor to live up to their endorsement. They want you to succeed, because now it is in their interest for you to succeed.

Loyalty is one’s faithfulness or devotion to a cause or person; someone cannot have that devotion without some kind of investment in that cause.

When you are cultivating loyalty, you are soliciting an investment from someone, make sure you are worthy of that investment, and be sure you compensate your investors well, with your success.