When choosing an agent, the most important factor to consumers is recommendations and reviews, according to new analysis by Alto, the cloud-based software for agents that is part of Zoopla.
This was ranked as important or very important by 99% of respondents and reaffirms the importance for agents of getting complimentary reviews from satisfied customers.
In terms of communication, email remains the preferred method of communication for non-urgent updates linked to buying or selling a home, the research shows.
Some 83% of respondents say regular communication via WhatsApp, text and/or video calls is important or very important to them. The role of technology in managing the buying or selling process online also featured highly among respondents (81%).
The findings, based on a survey of over 700 consumers, will be discussed in detail by estate agent and co-founder of Whitaker Seager, Liz Whitaker, along with Alto expert Mark Freeman and property expert Lexie Carducci in the latest episode of ‘Altogether’, the new video series launched by Alto to give insight and advice to agents.
Despite the important role of technology, the study found that having a physical branch where customers can visit or speak to an agent in person was viewed as very important or important by more than two-thirds – 69% – of respondents.
When it comes to dealing with an estate agent, 99% of the 700 respondents said that quick updates and feedback on milestones is important or very important to them and 97% said the same when it came to clear information about the buying or selling process.
Andy Marshall, Zoopla’s chief commercial officer, said: “The ‘Altogether’ video series is all about giving expert advice and insights to agents. The results certainly get under the skin of consumers and what they really expect from agents.
“Despite the growing importance of technology in the property industry, it’s clear that great communication and building a rapport is still of the utmost importance to today’s consumers.”
To sign up for the Altogether sessions, click here.
Comments (6)
I couldn’t agree more. Reviews and recommendations cover a larger area than ‘word of mouth’, continue to influence more instructions and the only way to get them is to provide great customer experience.
The analysis even tells us how we can achieve that:
Use email regularly and intelligently as well as SMS and video calls to ensure customers understand the process and to provide updates even if nothing may have changed.
Don’t forget that marketing is always a mix, too; a physical branch is still important to many in 2021.
Who would have thought that in a service based industry, a client would like good communication?
Not to belittle the “findings”, but any property professional worth their salt would have been able to tell you that their clients view communication as important.
Did you also know that landlords want their rent paid on time and vendors would like their sales to complete quicker? I didn’t run a survey so I am unable to provide statistical evidence, however I would happily defy anyone to prove me wrong…
Whatever anyone thinks customers want, lack of communication is always going to be the main issue if something goes wrong during a transaction. Even if there is no news to share customers need to feel included and supported and a friendly call or message is worth so much to those that have been acknowledged and included by their agent
Despite the important role of technology, the study found that having a physical branch where customers can visit or speak to an agent in person was viewed as very important or important by more than two-thirds – 69% – of respondents.
So its official, all the garbage spouted by IT protagonists is wrong. Being saying this for years and proven right by all the would be on-liners failings and bankrupts. You cannot do away with the personal contact in a service industry. ‘IT’ is only an aid to efficiency and is only as good as its programming and the human operating it. Sadly many humans became lazy and tried to use it to do everything for them.
Created a system for this over 2 years ago, updates all parties automatically if required, you can also modify each template for you own wording. Then on any action it updates, such as viewing, offer, feedback etc.
Interesting. I hope Alto are planning to integrate Whatsapp messaging in the near future!