According to a recent report from customer experience (CX) specialists Insight 6, the property sector scored better on customer experience than the financial, accountancy and legal sectors – but despite being the best of the bunch, there is still room for improvement.
Here, Joanne Tattum, head of estate agency sector at leading outsourced communication provider Moneypenny, highlights the top three issues that could be costing property agents business:
1. No sale no interest
The Insight 6 report found that although property calls were answered promptly and with smile, when Insight 6 researchers merely enquired about services over the phone (rather than doing business there and then), 98% of firms noticeably lost interest. And, to compound the issue, no one was thanked for their call or enquiry.
TIP: Not all sales are immediate. Investing in the ‘long game’ will nurture relationships so that enquiries today, have the potential to become business tomorrow. A disinterested call handler costs reputation and revenue.
2. Ignoring the value of webchat
Only 21% of property firms are currently using webchat – even though it’s a prime way for potential buyers, sellers and renters to reach out and make an enquiry. Surprisingly, even though the firms contacted were quick with their webchat responses and adopted a helpful tone, none of them followed up with them either via the phone or email within five days.
TIP: Make sure a webchat is just the first step on a positive client journey and use follow up calls to establish a first person relationship. Webchat provides an invaluable way to capture enquiries 247, but they will only become meaningful leads if you give them appropriate follow up.If managing webchat in-house is time-onerous and conversations aren’t recorded centrally – consider an outsourced service. Our live chat can capture leads 247 and upload them straight into your CRM.
3. Failure to respond
Lead management and follow-up is the mainstay of a property firm’s business. While the report revealed that 38% of online enquiries via company websites were responded to within two hours and 21% were responded to the next day – almost a third (32%) didn’t get any response at all. As demand outstrips supply in the current market, quicker responses to all leads could yield more opportunity.
TIP: Put measures in place so that enquiries and leads, irrespective of where they originate, are always handled swiftly. There are numerous software tools to aid lead management, plus outsourced outbound calling support can relieve the burden of lead follow up. Also, ask yourself why leads are falling through the net. Understanding the reasons why will help identify improvements.
Joanne Tattum concluded: “While there are some brilliant examples of exceptional above and beyond customer care in the property sector, this report shows there is still room for improvement. The demands of the last two years have certainly impacted customer care and resource has been stretched, but it’s important now to look ahead, put remedial steps in place and ensure that the customer really does feel like they are king.”
To see where the property sector excelled and needs improvement, download the full report here
Moneypenny handles 2 million property calls and live chats each year for 16,000 property professionals, including 2,500 estate agents and 50 house builders, thanks to a dedicated team of 80 property PAs.
Established in 2000, Moneypenny is the world's market leader for telephone answering, live chat, outsourced switchboard and customer contact solutions. In total, more than 13,000 businesses across the UK benefit from Moneypenny’s mix of extraordinary people and ground-breaking technology.
For more information about Moneypenny’s work with the property sector, click here
