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Listen to Your Clients One Survey at a Time

This post was written by me during my tenure at the Massachusetts Association of REALTORS. Original article here.

How do you know you’re doing your job well? How do you measure your success serving your clients? Think about it; you can’t improve unless you first know what you’re not doing well. To that end, how many agents send out satisfaction surveys after closing a deal, and how many brokers survey clients to assess an agent’s performance? The Internet age has brought myriad ways to reach out to people using new tools, but surveys are still an effective way of getting feedback on your performance and improving upon that data. There are many tools for online surveys, and below are just a few free and inexpensive options that can help you to gain valuable insight for your business.

SurveyMonkey offers a few more question types and language options for the same price as Zoomerang and offers integration with MailChimp, a powerful bulk e-mail marketer, to easily deliver and track survey responses. Although surveys must be taken on the SurveyMonkey website, you have options to add custom logos, colors, and fonts to help match the branding of your own site.

One of the oldest and most prominent online survey tools, Zoomerang is one of the few that offer phone-based support in case of problems. Although all surveys must be taken by visiting the Zoomerang website, it allows you to distribute a survey via mobile phones (only available in Premium package). It offers many predefined survey templates with custom colors and layouts to match your existing branding.

This survey tool allows you to seamlessly embed a completed survey on your own website to retain your company’s look and feel. It offers a vast amount of customizable features to match your company branding, and for the design savvy, some more advanced options. Wufoo can also integrate with Paypal to act as a secure online checkout for products and services.

PollDaddy is similar to the top three but really shines in its “micropolls.” A micropoll is a small (usually single-question) survey that can be embedded seamlessly on your own website. It’s a great way to solicit feedback from visitors who wouldn’t otherwise take the time to fill out an entire survey. To see an example, check out the homepage of BayStateRealtor.com and the bottom left “Realtor® on the Street” section. PollDaddy also has integrations with Wordpress to easily add micropolls to your blog.
Surveys can engage your website visitors and give them a sense that their views are heard and valued. But more importantly, the information they provide can be critical toward defining future goals for your success. And here’s a tip to get more responses: let clients know you want their opinion to help improve your services. You might be surprised how candid people will be, and if clients know you’re trying to improve yourself, they will respect you even more as a true professional.
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