Mystery shop reveals gaps in estate agency customer service

Estate agents have more work to do when it comes to customer service and securing leads, a mystery shopping exercise has revealed.

Research company KnowYourMarket’s latest Benchmark Report, has revealed how the estate agency sector has performed when it comes to issues such as customer service and compliance.

The report explores multiple facets of estate agents' performance, including sales compliance and customer experience such as the questions asked and if leads were chased.
Overall agency scores have actually fallen since the same mystery shopping exercise last year, from 68% to 65% during the second quarter of 2024.

These estate agency scores are determined by results gathered through web, call and face-to-face mystery shops, with scores acquired through criteria such as how well did the member of staff understand the customer’s needs, did the member of staff ask for the customer’s contact details, did the member of staff follow up on the initial enquiry as promised within 48 hours?

Just half of mystery shoppers said the agent took a customer’s name and contact details, 24% were encouraged to book a valuation and 59% were asked about current property status.
 

Only 37% of mystery shoppers received a follow up email and 42% got a call within 48 hours.

Annabel Goulden, head of KnowYourMarket, said: "Mystery shopping can be a powerful strategic tool that businesses can use to refine processes and drive growth. By pinpointing areas for improvement and investing in targeted training, companies can optimise sales opportunities and elevate customer satisfaction."

"Building brand loyalty and ensuring a seamless customer experience are crucial for success. Interaction with customers model your brand’s perception, so consistently delivering excellence is essential. This report is designed to help agents better understand customer needs and implement strategies for continuous improvement."

> Download the report