Measure and Improve Customer Experience at Real Estate Sites Using Mystery Shopping

Real estate is a high consideration purchase – both in terms of value and the time invested by customers. In this industry, every customer touchpoint matters. From the speed and efficiency of responses via a website, phone or email, to the overall experience at the sales office and during site visits, each interaction plays a pivotal role.

The Power of Mystery Shopping in Real Estate

Mystery shopping provides an in-depth narrative and objective assessment of customer experience. By utilising a real estate secret shopper, businesses gain actionable insights to drive improvements. At Channelplay, we conduct comprehensive mystery shopping programmes specifically for the real estate industry, ensuring that every phase of the customer journey is evaluated meticulously.

Key Parameters Evaluated

1. Booking an Appointment

Before a sales office visit is planned, an appointment is booked through the realtor’s website or by calling their call centre. Our mystery shoppers assess:

• Website Navigation: How user-friendly and intuitive the website is.
• Registration Ease: The simplicity of registering an enquiry on the website.
• Call Connection: The number of attempts required to connect with the call centre.
• Sales Team Response: Whether the customer receives a call at the time slot suggested.

2. Site Visit Experience

Once an appointment is booked, the next step is the site visit. During this phase, the following parameters are closely examined:

• Infrastructure, Furniture & Fittings: The maintenance and upkeep of the property.
• Cleanliness, Lighting & Temperature: Ensuring that the environment is inviting and comfortable.
• Branding: The consistency and appeal of both exterior and interior branding.

3. Staff Interaction

The quality of staff interaction is critical in shaping customer perceptions. Our evaluation includes:

• Product Knowledge: Assessing whether staff are up-to-date on aspects such as construction details, finance, and current offers. This helps identify training needs.
• Selling Skills: Determining how effectively the staff assess customer needs and provide tailored solutions, including upselling or cross-selling additional projects.
• Competition Intelligence: Ensuring that staff are aware of competitive projects, which allows them to highlight unique selling points.
• Follow-Up: Evaluating whether follow-ups are timely and scheduled according to customer preferences.
• Integrity: Checking that staff maintain professional integrity, including safeguarding customer data against unauthorised sharing with third-party brokers.

The Value of Real Estate Secret Shoppers

Our real estate mystery shopping programmes, carried out by experienced secret shoppers, cover the entire customer experience – from the initial appointment booking to the construction site visit. This holistic evaluation helps identify opportunities to enhance service delivery, leading to improved customer satisfaction and increased conversion rates.