Despite being a product and service development model, the technique to which we dedicate today’s entry, Capital Smart City islamabad model, is easily exportable to real estate customers.
Enunciated in the 80s, its author, the Japanese Noriaki Kano, established 5 categories to study the characteristics that a product must satisfy for a type customer.
This model determines what characteristics we should include in a product or service to satisfy a target audience, reducing costs and ensuring that the final object is in harmony with what people expect of it, not including those benefits that do not add value.
The necessary factors to please the clients of a real estate
According to these characteristics, the identifying factors of a product (those that result in the satisfaction or dissatisfaction of a customer) are summarized in 5 steps:
1. Attractive factors
Imagine that we are thinking of developing a new service for our customers. Let’s say that this new service supposes exclusive benefits for those clients of great volume or who are recurring clients of our online real estate.
Among these benefits, according to the Kano model, we should include those that are surprising or shocking to the client, but if not existing, the same client would not miss them.
Thus, our Premium service could include a discount on the commission of our important service, or other features that are novel in this type of services in our sector.
2. Linear or normal factors
These characteristics are pleasant for real estate clients when they are there, and they dislike them when they are not there. They are usually characteristic properties of the brand, which distinguish it from its competitors.
Following the previous example, if our agency is characterized by offering a free real estate appraisal service for large accounts and this feature is breached in a new product that we are going to launch, customers may feel upset, since it is characteristic of our brand And we are not offering it.
3. Indifferent factors
They are those parts or elements of the product that are not normally used, and in case of not being present, the clients of a real estate company do not feel dissatisfied. In this way, detecting these elements can save us implementation and development costs.
If we apply these factors to the example of real estate projects, our mission would be to detect those services that, despite completing our offer, are not used and do not provide benefits to our agency. It is the case of some features of the real estate website that we could save since they do not improve the offer or result in the benefit of the client.
4. Essential or basic factors
In this case, we would be referring to the characteristics that are a fundamental part of our service, without which it would not be complete and that would cause great dissatisfaction to our client.
They are those that are usually included in the basic or elementary packages of many companies. On the websites for real estate that showcase listing for property for sale that we offer to our clients, who do not provide real estate search services, they would not have their reason for being, and the clients would not admit it.
5. Rejection factors
In the Kano model, the rejection factors are those characteristics that do not go with the ideal client or target we are addressing.
Imagine that we are designing a new service for investors who want to rent apartments. If in this service we include features such as real estate appraisals, something that is not necessary to rent a property, some clients would not agree and could lead them to refuse the full service.
In short, when creating new services, we must focus on customer satisfaction, and models such as Kano, guide us on how to find the balance between the necessary, the surprising, or the superfluous, to better serve our target .
Do you know any other technique to please the clients of a real estate? We await your comments.