A survey suggests that real estate pros are leaving future business on the table by failing to follow up with clients.
Nearly half of homeowners say they don’t have a “go-to” real estate agent, according to a homeowners survey conducted by Happy Grasshopper, an email marketing software company. The 2016 survey was based on responses from 300 homeowners.
Seventy percent of survey respondents say they did “very little” or “some” research before selecting a real estate agent.
“The study shows a large percentage of the market is up for grabs, not only because many homeowners do not have a preferred agent, but also the fact that most homeowners aren’t doing heavy research before hiring one,” says Dan Stewart, CEO and co-founder of Happy Grasshopper. “This suggests communication initiated by an agent might be enough to turn a lead into a sale, even if it takes years before the client is ready to buy or sell. Agents are missing opportunities to cultivate relationships with past and potential clients so when it is time to move, they know who to call.”
Thirty-six percent of homeowners say they find it beneficial to receive communication from a real estate professional, even if they aren’t in the market to buy or sell, according to the survey. They say they are particularly interested in receiving information such as listings and open houses in their neighborhoods. Forty percent say they would like to receive home maintenance tips and information on neighborhood events.
- Communicate — Only 19 percent of homeowners say they actually receive such communication from their real estate professional.
- Homeowners overwhelmingly prefer to receive information via email instead of text message, phone call, or social media communication.
“Staying in touch is possibly the most underrated and underused tactic that I see from my colleagues in the industry, despite the fact that it’s as easy as sending an email,” says Matt Bohanon, a team leader at Keller Williams Realty Select in Florida. “Keeping frequent communication, even with the people who seem like they’ll never buy or sell, will eventually pay off—maybe not through a transaction, but they’ll most likely refer you to their friends.”
Source: N.A.R. magazine