Seth Godin hits it on the head again in his new book when he says to make sure you give a free prize in every box. Think of it, you go to the store, and there on the shelf are two brands of caramel popcorn, which is precisely what you are in the mood for. Box #1 is Joe's Caramel Popcorn, and Box #2 is Cracker Jacks. Which do you buy? I've asked this question 50 times since I read his book, and each time it was the same answer....the Cracker Jacks, of course! Why? Because of the free prize inside!
The same goes for the service you render, and the services your company renders. Each service experience should incude a "Free Prize Inside", that extra value or feature that will stand out in your clients mind when they think of choosing a Realtor. Cracker Jacks has proven it doesn't have to cost a lot, it can even be low cost, but it has to be consistent to be recognized. It could be as small, perhaps, as assuring your client the CO will be submitted on contract (if practiceable) or that you will make sure you ask for a Sellers Disclosure and always provide one when available(I am not in a mandatory state, but I highly recommend its use) or whatever consistent point of Value you can think of that you can commit to doing consistently and properly. It is up to the individual firms to make sure they adhere to all the points of service consistently for the consumer to recognize the Free Prize in Every Box .
Whatever you do, do what you say you are going to do, be consistent in your Service delivery, and always remember to give your clients the Free Prize in Every Box. It will make it much easier to win their business and referrals by standing out from the rest of the caramel covered popcorn in your market.