A recent survey has revealed that customers perceive online estate agents as less knowledgeable, hard to get hold of and less trustworthy.
This survey was carried out by the BIO agency. It collected responses from over 2,000 participants and showed some interesting statistics when looking at customer’s perceptions of online estate agents.
The findings of this research showed that the number 1 reason that a customer would not use an online estate agent - chosen by 27.5% of respondents - was because they preferred to have someone to speak throughout the process of buying or selling a home. With other studies showing that some feel moving home is one of the most stressful processes (ranking higher than a divorce) it is more than understandable that customers need a consistent point of contact to help guide them through all of it.
Another popular reason respondents avoided online agents, chosen by 18.3% of respondents, was the belief that a traditional, local branch would have a deeper understanding and knowledge of the area’s property market. If you’re selling a home a local expert can fill you in on recent sales in the area, if you’re buying a home they can provide you with information on the nearest schools and supermarkets which can be quite the advantage.
The third highest ranking survey response to why a customer would not use an online agent was ‘lack of trust’ at 13.5%, and it’s unsurprising that many would prefer to attach a trustworthy name and face to the most expensive purchase they will ever make or the sale of their most valuable asset.
While the respondents reasoning for choosing a local agent aren’t surprising, it’s clear that the benefits of using a traditional high street agent are still very important. Whether it be local knowledge or the personal service that comes with using a local expert, when it comes to selling or buying a home customers want someone they can trust.
