Regular readers seem to have enjoyed Jack & Jill’s story over the past couple of weeks. Their experience resonated with many.
You will remember that Jack had read that fifty two percent of emails sent to estate agents were ignored. We all know, of course, that what Jack had read was the results of the Mystery Shop carried out by Rightmove for the EA Masters Awards.
Shocking though that was to many of us, I watched a fascinating presentation by Daniel Barea of Rightmove a couple of weeks ago which was based on more detailed analysis of over 50 branches and contained some even more hair raising facts about the REAL experience of REAL customers right now in 2018. These were not pretend customers !!
If 100 customers email or phone an Agent via Rightmove then (based on this study) only 46 of them will end up being Registered as Applicants on that Agent’s CRM system.
Within the 54 that don’t manage to get taken seriously enough to be Registered, 11 of them will have a property to sell in THAT agent’s area and will have put it on the market with another agent within six months.
Now. After forty years in this business, it takes a lot to surprise me.
Does it surprise me that so many agents can not be bothered to Register every Applicant? No. Does it make me feel ashamed of our profession? Yes. But surprised, no.
But does it surprise me that so many agents routinely miss so many opportunities to win Listings? Yes it does. Actually, it astonishes me. Agents everywhere are investing (wasting) hard earned cash in ever new fangled ways of canvassing for Listings, yet they can’t even deal properly with what is on a plate in front of them.
The most ironic moment of the day was before Daniel Berea of Rightmove rose to his feet. An Agent in the audience was berating a previous speaker from the Competitions and Markets Authority about why Rightmove were allowed to increase their prices in the way they do.
I fear that this Agent just might be one of the 54 out of 100 that simply can’t do their job properly. If he thinks that Rightmove is a waste of money, he doesn’t know the half of it.