The Importance of Effective Feedback Communication in Property Viewings

When it comes to selling a property, feedback following viewings is crucial. It not only provides insights into potential small improvements that can be made to enhance the appeal of the property but also lays the groundwork for conversations with homeowners about the price and strategies to secure offers. Being proactive in obtaining and sharing feedback helps ensure that both the estate agent and the homeowner are on the same page, particularly when it comes to adjusting the price or making necessary changes to increase the chances of a sale.

Once a viewing or a batch of viewings has taken place, it’s essential to promptly communicate with the property owner. Homeowners often spend significant time and effort preparing their homes for viewings, ensuring everything is in perfect condition. Naturally, they’ll be keen to hear how the viewings went. With this in mind, estate agents should make it a priority to contact the homeowner immediately after leaving the property. A quick phone call to let them know the viewings are complete and that they can return to their home is a courteous step, and it also sets the stage for sharing initial feedback.

The first question homeowners will ask is, “How did the viewings go?” At this point, it’s wise to provide a brief summary of whether the viewers liked the property or not, without going into too much detail until the feedback has been gathered. Estate agents should inform the homeowner that they’ll be following up with the viewers the next day to collect more detailed responses. This approach not only keeps the homeowner informed but also manages their expectations, letting them know they’ll receive comprehensive feedback soon.

In situations where a phone call isn’t possible, such as when the homeowner is unavailable during work hours, sending a quick video message can be a great alternative. A one-minute video updating the owner on the viewings, confirming that the property is secured and outlining the process for further feedback works just as well. While a phone call is generally preferable for customer service reasons, this method offers a personal touch and keeps the communication flowing smoothly.

The next step is crucial: following up with the viewers the following day. Estate agents should aim to contact each viewer as early as possible to gather their thoughts on the property. If a viewer can’t be reached, it’s important to inform the homeowner that efforts to contact the viewer have been made, a message has been left, and further attempts will be made later in the day. This transparent communication reassures the seller that their estate agent is proactive and committed to gathering feedback.

Capturing feedback and recording it accurately is another key aspect of this process. Feedback should not only be logged in the agency’s CRM system but also delivered to the homeowner in a way that is price-sensitive. For instance, rather than simply stating that a viewer was not interested because the garden felt small, it’s more strategic to frame the feedback in comparison to other properties at a similar price point. For example, saying that the garden appeared smaller compared to other homes in the price range adds context to the feedback and can be invaluable during future price discussions. By presenting the feedback in this way, the homeowner is more likely to see the reasoning behind potential adjustments to the asking price, rather than feeling disheartened by the feedback itself.

Estate agents will inevitably encounter situations where viewers become difficult to reach for feedback. While this can be frustrating, it underscores the importance of gathering insights immediately after the appointment when the property is still fresh in the viewer’s mind. Additionally, it highlights the need to collect comprehensive contact information from viewers at the registration stage, ensuring that follow-up communications can be made through various channels if necessary.

A practical approach to handling feedback-chasing is the “three strikes” rule. Estate agents should make three attempts to contact the viewers for feedback before concluding that it’s unlikely they’ll hear back. During this period, it’s important to keep the seller informed, letting them know that efforts are ongoing and that no stone is being left unturned in the pursuit of feedback. Even if the feedback isn’t forthcoming, the seller will appreciate knowing that the estate agent is persistent and diligent, providing them with peace of mind that every effort is being made to secure valuable insights.

In summary, effective communication and feedback gathering are essential components of the property-selling process. Estate agents who prioritise timely and detailed feedback not only keep their clients well-informed but also create a foundation for price discussions and property improvements. By staying in regular contact with both viewers and homeowners, and by presenting feedback in a way that is sensitive to the property’s price, estate agents can build trust with their clients and increase the likelihood of a successful sale.