Home movers are far more likely to praise good communication than the speed of their property transaction, analysis of almost 2,000 customer reviews suggests.
Sales progression specialist ASAP analysed its Trustpilot reviews from the past two years and finds communication and regular updates mentioned in 82%.
Three-quarters of reviews highlight proactive chasing and efforts to keep a transaction moving, while around six in 10 refer to reassurance, reduced stress or making the moving process easier.
By comparison, speed of completion is mentioned in only around a quarter of reviews.
COMMUNICATION MATTERS
The findings suggest that keeping buyers and sellers informed and demonstrating that someone is actively progressing a transaction can be an important part of the customer experience.
Richard Megson (main picture), Managing Director at ASAP, says: “What comes through very clearly from analysing these reviews is how much people value being kept informed and knowing that somebody is actively looking after their transaction.
“Good communication isn’t simply about providing more updates. It’s about being proactive – identifying what needs to happen next, chasing the relevant parties and dealing with potential issues before they become bigger problems.
“That human intervention can make a significant difference to both the customer’s experience and the speed of the transaction.”
TRANSACTION OWNERSHIP
ASAP says another recurring theme is customers valuing an individual taking ownership of their transaction and providing a clear point of contact between the different parties involved.
Megson adds: “Property transactions involve multiple parties, so it’s very easy for communication to become fragmented.
“Technology and better processes can make transactions more efficient, but the human element of proactive communication, reassurance and individual ownership are what can turn that process into a much better experience for the customer and ultimately result in a successful sale.”
The analysis is based on customer reviews of ASAP rather than a representative survey of home movers.
Property Soup revealed yesterday how two-thirds of UK homebuyers would prioritise certainty over speed when purchasing a property as affordability pressures leave buyers with less room to compromise.
New research from Cotality found 66% of UK buyers would choose greater certainty during the homebuying process rather than completing more quickly.
