With more customers turning to the internet to find their ideal home, find an estate agent and purchase services, it’s essential that agents make use of technology to ensure they provide the best customer experience possible.
Here are 4 ways and reasons that technology is imperative to an amazing customer experience in estate agency:
1. Zero Moment of Truth:
Clients now often make the decision on who they would like to work with before they even speak with you. The “zero moment of truth” (ZMOT) is a term coined after much research by Google Vice President of Sales Jim Lecinski, and it describes the change in the consumer's buying decision journey following the advent of digital media. Your clients are finding you on Google or social media every day. This is where they live and make their decisions about services to buy (amongst many other things!) Since the moment someone decides to buy your services now happens before they call or message for an appointment, it’s important that your website, for example, provides customers with the information they need to make the decision.
2. Content Nurturing:
We no longer live in an Always Be Selling world. We live in a world that requires nurturing with engaging, entertaining or educational content. It is important to provide customers with tailored content at every stage of their journey, from the initial search to the final purchase and beyond! Content nurturing helps agents to stay top-of-mind with their customers, build trust and establish relationships. Customised nurture journeys, newsletters, and consistently updated blog pages are a great start in your company’s technological or digital journey.
Automating mundane tasks like data entry, sending match emails and calling for feedback is ideal for estate agents. This frees up agents’ time to focus on providing a better customer experience. Automation also makes the customer journey smoother and more efficient – customers prefer to do things on their own time, which typically means outside of your business hours.
Customers no longer want a basic journey – they want to be seen and heard by you. Technology can help agents to personalize the customer experience by providing customers with tailored recommendations and digital experiences. Agents use customer data to identify their needs and interests and then offer recommendations for properties that fit their criteria, but it’s even better when this can be done digitally for the convenience of the public. When a customer is seen and heard by you digitally, it encourages them to come back for more.
By leveraging technology, estate agents can create a better customer experience and ensure they stay ahead of the competition.