Agents ‘underestimating’ value of customer feedba...

Agents appear to be underestimating the usefulness of customer reviews, research suggests

A survey of more than 500 estate agents found a quarter don't ask all of their clients for feedback and reviews.

Three quarters said they find it difficult to collate and contrast review data.

Of those that do ask for feedback, 49% said they ask all clients, and 27% cherry pick.

The survey by Kerfuffle warned that agents are underestimating the importance and usefulness of reviews.

It highlighted Amazon research showing 95% of all consumers consider customer reviews before deciding whether or not they'll buy a product.

A research project by customer service platform Dixa this year also found 93% of customers will read online reviews before making a purchase, with 47% spreading the word about a positive experience and a striking 95% shouting from the rooftops about a negative experience.

Kerfuffle’s analysis found just 52% of agents use word of mouth and reviews to help win new business.

Simon Whale, chief Kerfuffler said: “It’s a bit of a mine field out there, everyone knows you’ve got to be on Google but you’re missing a massive opportunity if that’s your one and only option. What we’ve tried to highlight here for the first time in this industry what the different options are to manage the most important part of your business, namely your reputation.

"Many people will have seen the ubiquitous stats that are out there around reviews, but what we also wanted to find out was what agents considered was important & how they went about the process of generating positive reviews.”

Download the report: https://www.flipsnack.com/ECD785AA9F7/mind-your-own-business-reviews-reputation-and-the-word-of-mo/full-view.html