After-sales: the art of cultivating customers for life

During the Fotocasa Pro Academy Day held in Malaga, José Luis Echeverría, founding partner of Monapart, shared a clear and forceful vision: after-sales is not an administrative procedure, but a long-term strategic investment. 

In an industry as dynamic, competitive and traditionally focused on attracting new clients as real estate, this statement may seem disruptive. Most agencies concentrate their efforts and budgets on generating leads, closing deals and quickly moving on to the next assignment. However, there is a less visible, quieter, more patient, but extraordinarily effective strategy that can make the difference between a simple transaction and a lasting relationship: the aftermarket.

A vision that puts the customer at the centre

For Monapart, After sales is not the end of a transaction, but the beginning of a relationship. It is a careful process that begins just when other real estate agencies tend to disconnect. It is at that moment, when the contract has been signed and the client has said thank you, that Monapart activates a strategy that seeks to build loyalty, to accompany and, above all, to remain.

The true value of a brand is not only measured by how many deals it closes per year, but by how many people would trust it again... and how many would recommend it without hesitation.

During his speech, José Luis Echeverría backed up this view with revealing data. He recalled that, in a market like the Spanish one, where only a fraction of families consider selling their home every year, satisfied customer base becomes an invaluable asset.

This is not just a matter of reputation, but of pure commercial strategy: retaining a customer is far more cost-effective than acquiring a new oneand a happy customer it certainly is, the best ambassador a brand can have.

A two-step after-sales strategy

Monapart's after-sales strategy is structured as follows two key phases:

Monapart's after-sales strategy is carefully structured around two complementary phasesThe new programme is a combination of proactive follow-up, personalised attention and emotional gestures:

1. Year one: making a mark

This first stage is designed to create a lasting impression from the very first moment. It includes actions designed not only to solve technical issues, but also to generate an emotional connection:

• Initial technical contactA few days after the signing, a first contact is made to check that everything has gone well, that the move has gone smoothly and that no relevant incidents have arisen. This gesture demonstrates responsibility and commitment beyond the contract.
  
• Satisfaction surveysending out a short survey allows you to collect valuable feedback, identify possible improvements and, above all, to convey that the customer's opinion counts.
  
• Emotional contact at six monthsThis checkpoint does not respond to any specific need, but to a desire to maintain the link. Often, simply asking "how are you in your new home" can be more reinforcing than any advertising campaign.
  
• Commemorative detail per yearA small gift or a personalised note on the anniversary of the purchase or rental. This symbolic gesture has a high emotional impact and makes Monapart a brand that does not forget.

2. "After sales into eternity".

From the first year onwards, a second stage begins, oriented towards keeping the relationship alive over timeThe key here is to adapt to the changing needs of the customer. The key here is the personalisation and the relevance:

• Targeted newslettersfar from generic mailings, Monapart is committed to sending useful and curated content, such as market analysis, tips for landlords or new opportunities according to the customer's profile.
  
• Proposals adjusted to the moment of lifeIf a client bought a property three years ago, he may be thinking of renting it out, renovating it or looking for a second home. Detecting these moments allows us to offer appropriate and pertinent solutions.
  
• Timely contactsMonapart avoids invasive messages. Each interaction has a clear purpose, is contextualised and respects the customer's time. It is more accompaniment than sales.
  

The value of small gestures

One of the principles we uphold at Monapart is that the effectiveness of after-sales does not lie in big campaigns, but in small, honest and well thought-out gestures.. Often, a personalised detail generates more impact than a costly action. A sincere message, a shared coffee, a disinterested piece of advice... These are things that do not always feature in a marketing plan, but which build long-term relationships of trust.

As José Luis Echeverría concluded during his speech:

"We can never stop doing after-sales".

And it is not just a nice phrase to close a talk. It is, in fact, one of the strategic pillars on which Monapart is built.. Because each client is more than a transaction: it is the beginning of a relationship that, if carefully nurtured, can last a lifetime.

For Monapart, each customer is the beginning of a relationship that deserves constant attention, dedication and care. This is the basis of its philosophy, and also the key to its success.