Real Estate Sales Techniques - The kano model

Posted by Ahsan on January 9th, 2021

Founded in the 80s, its author, the Japanese Noriaki Kano, established 5 categories to study the characteristics that a product must satisfy for a typical 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, without including those benefits that do not add value.

The factors necessary to please customers

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

Let's imagine that we are thinking of developing a new service for our clients. Let's say that this new service represents exclusive benefits for high-volume clients or those who are recurring clients of our online real estate agency.

Among these benefits, according to the Kano model, we should include those that are surprising or shocking for the client, but that if they did not exist, the client himself would not miss them.

Thus, our Premium service could include a discount in the commission of our important service, or other characteristics that are novel in this type of services in our sector.

2. Linear or normal factors

These characteristics are pleasant for the clients of a real estate when they are, and they dislike them when they are not. They are usually characteristic properties of the brand, which distinguish it from its competitors.

Continuing with the previous example, if our agency is characterized by offering a free real estate appraisal service for large accounts and this characteristic is not fulfilled in a new product that we are going to launch, clients may feel annoyed, 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 that if they are not present, the clients of a real estate agency 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. This is the case of some functionalities 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 real estate websites  that we offer to our clients, who did not provide property 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.

skymarketing is a leading marketing company working on many real estate projects like lahore smart city, park view city and development housing societies in Pakistan.

Let's imagine that we are designing a new service for investors who want to put apartments for rent. 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 it could lead them to reject the full service.

In short, when creating new services, we must focus on customer satisfaction, and models like Kano's guide us on how to find the balance between what is necessary, what is surprising, or what is superfluous, to better serve our target. .

Do you know any other techniques to please the clients of a real estate? We await your comments.