When you employed the services of your estate agent I’m sure you had 100% confidence in them. Otherwise I’m sure you wouldn’t have chosen them. Like with any other service you pay for, you need to know that your agent is doing everything they can to sell your home. Perhaps you are getting a little suspicious, maybe your agent isn’t delivering all that they promised you. Do you feel like they are rushing you off the phone when you try to speak to them? If they are like this with you, how are they treating your potential buyers?
Mystery shopping your agent is the perfect way to find out. You will be surprised what you uncover when you go undercover. The thought of this may not sit easy with you. Maybe you are worried that they will recognise your voice. If so, just rope in the help of a friend. Simply call your agent and ask for a brochure of your own home to be sent to a different address. Note their responses.
We have mystery shopped agents quite a few times. When we get called in to help look at why a house isn’t selling, one of the first things we do is go undercover and call the existing agent to ask for a brochure. We note the agent’s response and we also look at the marketing (brochure) when it arrives. Most of the time, agents seem in such rush to get us off the phone. Of course, agents are busy but a call asking for a brochure is the first step to booking a viewing and a chance to engage the person on the other end of the phone.
So, when you (or your friend) call your agent, what kind of responses are you looking for?
Do they take your telephone number or at least an email address?
The agent should take details so that they can keep in touch with you as a potential viewer. Just taking a name and address and throwing a brochure in the post is not enough. How would they follow up? They should at least follow up with a phone call to check that you received the brochure and enquire into your thoughts on the property.
Do they enquire into your position?
It is important for an estate agent to know if you are in a position to move. Do you have a house to sell? Is it on the market yet? If you have sold your home, how far through the process is it? All these questions give insight into if you are a ‘good’ potential buyer or perhaps just starting out looking.
Do they try and engage you and mention highlights of your property?
Emphasising the good bits about your home is important at this stage, it leaves the potential buyer with a good impression of your home. If they receive a call asking for a brochure, the person is clearly interested in the property and are probably considering booking a viewing. It is the estate agents job to get them to this next stage by starting a conversation with them and finding out more about the buyer. Finding out more about the person on the other end, they can show them how your home fits their needs, leaving a positive impression of your home.
Do they ask if you want to view the property?
Now they know more about your buying needs and have engaged you, they should ask this question. It is their opportunity to gently help the potential viewer along to the next stage. Clearly the caller is interested in the property so why would they not ask this question? You’d be surprised by the number of agents that don’t.
How did they make you feel?
This is probably the most important thing to note. How they make you feel can have a huge impact. It is likely that this is how they make your potential buyers feel. If you are rushed off the phone and made to feel like a hindrance, why would you want to speak to that agent again? If you are made to feel important and the agent took the time to listen and engage, you are far more likely and may even look forward to speaking to the agent again.
Not all callers want to get into a conversation and they can be closed. But the ones that do, should be offered the time and attention. Surly that is what you pay your agent for? To sell your home? To do that they need to encourage viewings and someone calling for a brochure should be considered a potential viewer.
When the brochure arrives, take note of how long it took to be delivered and the condition it turned up in. This too can give great insight on how your agent conducts themselves. If your brochure is late and arrives with coffee stains on it, how much care does your agent take?
Our aim is to make your home buying or selling experience as enjoyable as possible, even with all the twists and turns along the way. We are only happy when we know you have got to your end destination and have been happy with your experience.
Why not mystery shop us?
Go on, see how we perform. All our staff members are trained to ask the right questions, they add their own personal touches to the conversations we have so that our callers are happy with their experience and want to talk more. Call us on 01324 811 233 to put us to the test.