Providing exceptional customer service is more vital than ever in a competitive market and mystery shopping can be a crucial tool for business improvement, says KnowYourMarket.
Part of nurtur.tech, KnowYourMarket, reckons the service enables businesses to pinpoint weaknesses, enhance their customer experience and stay ahead of the competition.
Annabel Goulden (main picture), Head of KnowYourMarket, says: “You can’t fix what you don’t know is broken. Through mystery shopping, estate agents gain real insight into their own operations, allowing them to identify pain points and create tailored training programmes for individual staff members.
“This investment in team development directly enhances customer service, which in turn positively impacts the bottom line.”
CROWDED MARKET
For estate agents striving to stay ahead in a crowded market, mystery shopping can provide invaluable insights into what sets them apart, or where they are falling behind compared to their competitors.”
She adds: “By mystery shopping competitors, estate agents can learn what differentiates their services and where they may be losing potential customers.
“Mystery shopping allows you to see which staff members are asking the right questions, identifying vendor opportunities early, and securing instructions before a competitor does. It’s about recognising what works and honing those skills to stay ahead.”
COMMON SHORTCOMINGS
According to KnowYourMarket’s findings, one of the most common shortcomings identified through mystery shopping is a lack of consistent follow-up. Many estate agents miss out on valuation and instruction opportunities simply by failing to ask the right questions or by not offering a property valuation once they know a customer has a home to sell.
Goulden says: “Often, conversations with potential customers seem scripted or impersonal, and agents fail to show genuine interest in a customer’s situation.
“These interactions lack personal touches, which are crucial in building brand loyalty. If customers don’t feel valued or engaged, they won’t stick around, losing you repeat business and referrals.”
IMPROVE CLIENT RELATIONSHIPS
By addressing these gaps, estate agents can improve client relationships, secure more instructions, and foster customer loyalty, all of which translate into stronger long-term business performance.
In an industry where reputation can make or break an agency, ensuring that every customer interaction is a positive one is key. Poor customer service not only loses immediate business but also erodes an estate agent’s reputation in the local market.
Goulden says: “Word of mouth is one of the most powerful, yet free, marketing tools available to estate agents.
“A negative reputation can lead to people actively discouraging others from using your services. On the flip side, a great customer experience results in positive word-of-mouth recommendations, drawing in new business.”
REPUTATION MANAGEMENT
Mystery shopping also plays a critical role in effective reputation management. By simulating real customer interactions, estate agents can get an unbiased view of how their staff engages with clients.
Goulden says: “How a mystery shopper is treated is often reflective of how your actual customers are being treated.
“This allows estate agents to take immediate action, improving the overall customer experience and bolstering their reputation in the community.
“Essentially, you take control of your own reputation by making sure every customer interaction is a positive one.”
Mystery shopping provides estate agents with actionable insights that can drive better customer experiences, stronger team performance, and, ultimately, increased revenue.
In today’s competitive property market, estate agents who fail to consistently evaluate and improve their customer service risk falling behind.
– Source
