Real Estate Professionals: How Your Poor Response Time Is Hurting Your Business.
Dispensing poor response time to your customer requests and not focusing on your client base will hurt much more than your bottom line, and damage your company as a whole. Prospects are the decision-makers and customers have a wider choice than ever before when it comes to making a transaction. They have an easier time comparing services provided by real estate professionals.
Thanks to online reviews services such as Yelp prospects scan your business performance with scrutiny. Customers have no qualms about switching over to another agent or team, should they consider them a better fit.
It takes much more time, effort, and money to convert a new customer (lead). Therefore, retention is a marker of success, drastically affected by the quality of your response time. 94% of people judged responsiveness as paramount.
Your response time → your brand
Poor response time: prospects will amalgamate your service and your brand. As a result, instead of focusing on damage-control should in fact be forward-facing. Your response time is the embodiment of your business as an agent. It’s the embodiment of your brand, culture, and mission statement.
Brand detractors weigh more than promoters
Failing to respond to customer expectations will have weighty consequences. These expectations are high, and falling short of them is easy. Promoters are invaluable to your brand. They’re the customers so delighted by the winning combination of your listings and response time that they vocally recommend you to others.
The opposite side of that coin: brand detractors: ex-clients with an especially low opinion of your business. It’s easier to disappoint a client than to satisfy one. Moreover, unhappy customers are much more vocal than neutral or delighted ones, and their message is more far-reaching.
A second chance? No chance.
Having a rep for poor response time is a sure-fire way to earn yourself some bad publicity, drive away customers, and keep them from coming back. A negative customer experience isn’t necessarily a colossal train wreck visible from orbit. Most disappointed customers will never even be a blip on your radar, they’ll simply opt out.
Struggling to get in touch
If a prospect has a request, they’ll want to get in touch with your business. The important thing is to stay focused, ambitious, and willing to change, and keep striving to improve.
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