And why Estate Agents simply cannot keep up with he demands of the Smartphone user.
In the high-stakes world of home buying and selling, understanding the path to a purchase is both an art and a science.
Our analysis shows that the average home buyer requires 52 touchpoints, spanning from initial research to contact with an Estate Agent to actual purchase.
What were our top findings?
There’s an average of 52 touchpoints from first inquiry (like a smart form submission, chat room query ) to completion.
The Metrics.
If one sales agent sells two homes per month, that’s 24 buyers per year x 52 touch points = 1,248 touch points a sales person has to manage in a year.
And that doesn’t include all of the other inquiries and contracts that cancel.
Average time from first inquiry to close was six months for primary residence and 15 months for secondary homes.
80% of Clients submit a smart form to start their enquiries, mostly off their Smartphone.
Drip email and newsletter campaigns can increase traffic by as much as 5%
But our research suggests a Progressive Web APP with no download required will increase enquiry traffic by as much as 20% using a combination of free notifications and SMS
Over 50 touchpoints in most completions.
How did you determine the amount of touchpoints in a single home buying transaction?
What are the top most crucial touchpoints? MIND MAP
Progressive Web APP notification advocacy
Online and QR based smart form submission
Email, CHAT and TEXT
QR based appointment booking
Bespoke Smart Brochure interaction EXAMPLE
Video interaction via Smart brochure and window QR
How can Estate Agents make the most of each touch point?
Speed is critical.
The probability of reaching an online lead goes down the longer you wait with a follow-up email, call or chat reply.
The Millennials insist on absolute immediacy on their Smartphone and the killer is that whatever platform they touched, they expect you to have a record!
Your Smart Brochure, Smart form pages, Company email, telephone calls and texts, QR links, Chat room, and Progressive Web APP have to be joined into teams within a CRM
The rule for the Smartphone user now is a maximum of 10 minutes on any medium, or they drop you like a stone.
Get it right and Smartphone advocacy on social media goes through the roof.
Within the first 10 minutes of inquiry — 98% chance of reaching them
Contact 4 hours later — 95% chance of reaching them
Contact 8 hours later — 92% chance of reaching them
Contact 12 hours later –80% chance of reaching them
Contact 24 hours later — 60% chance of reaching them
Contact 48 hours later — 5% chance of reaching them
This is why it’s critical that sales people get immediate notifications about hot leads and that follow up is relevant and automated.
Depending on the stage of where the buyer is in the purchase cycle, personalisation is important.
Estate Agent Touch Point MIND MAP
Link to Smart brochure functionality
