The Power of Progressive Partners

American Home Shield Develops a Philosophy of Partnership, Helps Clients Reach Goals, Expand Businesses

By Kayla O'Brien

RISMEDIA, May 1, 2007-Believe it or not, you might have an unexpected power source for business development and customer satisfaction right where you are. While finding dependable, knowledgeable vendors and suppliers has always been important, today's marketplace demands progressive business associates who look for innovative ways to align their goals and objectives with yours to help agents succeed.

If vendors take a traditional approach by offering just basic services, agents may not be harnessing all the power they can from these relationships. An increasing number of suppliers have recognized the limitations of the traditional vendor/client connection and have extended their focus to helping clients reach their goals and expand their businesses.

AHS recognizes the need to assist clients in these innovative practices and has developed a philosophy of partnership.

"Because we really care about our customers, we look for progressive ways to excel with them by converting our broker relationships from traditional vendors into professional partners," explains Tracy Berger, American Home Shield's vice president of major accounts. "This shift from traditional vendor to business partner helps us deliver strategic plans, which lead to best practices that become an extension of the brokers' business plan."

Working with partners who take a vested interest in buyers and sellers and in an agent's business development efforts can serve many positive purposes.

First, these partners can bring an entirely new perspective and dimension to the services you already offer. They can also augment an agent's efforts with additional experience and expertise. Creative and reliable partners help improve customer satisfaction and foster increased referrals. And, if that agent works exclusively with industry leaders who have solid reputations for integrity and professionalism, that reflects well on the agent.

Berger says that her group was formed because American Home Shield recognized that major real estate accounts have special needs and requirements because of their size: "The company wanted the ability to offer the same individually focused services that our small accounts receive," she says. AHS major account managers currently assist 137 real estate accounts nationwide.

At AHS, major account managers align themselves specifically with the culture of the major account company and collectively create specific strategies to increase sales and support broker profitability. Major accounts have a single point of contact to manage defined support needs. The managers present each account with a written business plan for warranty development, risk management, and agent training strategies to increase agent and customer satisfaction.

In addition, an operations team addresses fast-track major account reporting and support needs, and a marketing team supervises strategic communications and specific materials designed for major accounts.

"Our goal is to frame a unique customer experience and customer offerings to benefit the client," Berger says. "We have a quarterly review process that tracks goals and shows customers what we have accomplished. We believe what gets measured gets done. And, we continually ask our clients, ‘Is there a way for us to build on your goals?' This process helps us and helps our clients, too."

Progressive partners can also make the best use of an agent's resources and help him or her be more efficient. When you know your partners understand your goals, objectives and business philosophy, you don't have to waste valuable time supervising to ensure that they've done an adequate job. Because you can depend on them to operate in your best interests and to represent you well, you are free to deal with other tasks.

"Real estate professionals do so much on an ongoing basis," Berger says. "We help them provide additional value and we define that value with our training strategies and sales force.

"We operate parallel to our clients as business peers," she adds. "We're always thinking about the next business challenge facing the real estate industry. Our customer service and warranty product provide an extension to the broker and agent's added value."

Dedicated business partners won't just be interested in helping agents sustain business. A true ally will also be eager to help you grow by developing new business. Suppliers and vendors should be aware of your growth expectations, strategies and timeframes, and be willing to help you succeed.

"As partners, we're not just interested in the real estate business; we're interested in business development, too." Berger says. "At our corporate headquarters, we offer special visits for brokers to see one of our four service centers at work. We then take a half day to drill down on business strategy with the hosted company and address real estate industry issues. And we share useful industry information through our VIP marketing program by sending reprints to brokers and associates of pertinent articles from respected publications like the Harvard Business Review."

You don't have to be a large company or broker to qualify for major account treatment. In fact, she says, smaller entities should expect their business partners to be just as interested in their goals and objectives, and to be enthusiastic about helping to achieve them. In particular, look for partners who demonstrate these qualities:

-A strong track record of dependability, reliability and integrity
-A focus on service excellence
-An interest in exceeding your customer's expectations
-An understanding of your business philosophy and goals
-A systematic review to determine how they can serve you better
-A knowledge of industry issues
-A desire to help build your reputation and referrals
-A desire to see your business grow

"Our specialized programs for major real estate accounts do not neglect our smaller volume clients," Berger notes. "We are always identifying effective programs that can be translated to benefit clients at any level."

It is also important to look for partners who are seeking long-term relationships, not just short-term gains. Partners with an eye to the future will be looking for better ways to serve you tomorrow, as well as today. For example, AHS recently coordinated a combined team of sales and service representatives to form a test-market think tank. This team focused on ways to build strong alliances with local real estate professionals and contractors to ensure that the company is doing everything it can to strengthen future relationships.

Choosing the right partners is a significant step toward becoming a powerful broker, she says. In fact, aligning yourself with progressive partners may be the best power play you'll ever make. RE

For more information, visit www.AHSWarranty.com.

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