A new survey of some 700 estate agency customers show that they want to get traditional services like High Street branches, email communications and strong word of mouth recommendations - and they don’t particularly like WhatsApp.
The analysis comes from Alto, a software brand operated by Zoopla, which found that amongst the 700-plus respondents the most important factors were recommendations and reviews.
These were ranked as important or very important by no fewer than 99 per cent of respondents.
In a strong second place was communication, with 83 per cent of respondents saying regular contact was key - amongst these, email was very much the most popular for non-urgent communication, with just 11 per cent saying SMS text or WhatsApp were best.
Having a physical branch where customers can visit or speak to an agent in person was viewed as very important or important by a substantial 69 per cent of respondents.
At the opposite end of the spectrum, despite the impact of the pandemic and good work done by many agents supporting their community, only eight per cent of respondents ranked involvement in local charities as very important.
Finally, when dealing with an estate agent, a huge 99 per cent of respondents said that quick updates and feedback on milestones is important or very important to them and 97 per cent said the same when it came to clear information about the buying or selling process.
With an increasing focus on sustainability and the impact of our day-to-day lives on the environment, 50 per cent rated sustainability and an eco-friendly approach from their agent as important or very important.
Commenting on the findings, Zoopla chief commercial officer Andy Marshall says: “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.”
The findings come in Alto’s latest downloadable Podcast in the Altogether series, aimed at giving insights and tips to agents - more details here.
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Another case of a ‘survey’ designed to result in a pre-determined outcome?
A survey by a company that can’t provide interactive WhatsApp, so framed the question in such a way that it grouped the answer in with ‘transmit only’ SMS which is a very different proposition.
I can see how this would make their in-house team more comfortable about no development in this area, like the blockbuster surveys which told them customers weren’t interested in online movies.
What ever the reasoning it confirms what I have been saying. Your clients need to look you in the eyes!
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