Property companies can do more to engage with online customers

Property companies can do more to engage with online customers

Giosg, which helps clients do better business by engaging more successfully with their online visitors, analysed data from around 2.8 million visitors to UK property companies’ websites.

 As well as delivering raw data, it also suggests that companies could do more to be in synch with the needs and demands of their online visitors.
Giosg already works with eight property companies including Knight Frank, Connells and Savills, and analysed the visits of 2,710,592 individuals looking for properties across these eight websites in a period of one month (May 2017). The busiest company website accounted for over 40% of all these visitors. Follow on rankings included:

o   2nd:  38.4%
o   3rd: 22.4%
o   4th: 18.8%
o   5th: 14.4%
o   6th: 5.69%
o   7th: 1.32%
o   8th: 0.08%
Ville Rissanen, CEO at Giosg, had this to say: “What’s interesting, is that once visitors arrive at the estate agent’s website, more often than not via a click through from a property portal site such as Zoopla, they are very loyal to that estate agent’s website. Just 4.6% of the visitors we monitored go on to browse other estate agents’ websites."

On average, visitors view 8.8 pages during a browsing session, although results vary between the best performing site which generated 14.9 page views per visit and the worst with only 2.8. This demonstrates that the best site is performing more than four times better than the worst.
Rissanen continues: “Implementing live chat can be a timely and effective solution as it gives visitors a channel to ask for help with navigation and to find what they are looking for. It's also a popular route with estate agencies who are looking to engage more with their visitors to gain stronger insights into what they want and which aspects of the customer experience could be improved”  
Property companies have most online visitors during the working week between 6am and 7pm, although their chat operators (the average is three per company on a weekday, although the range is from one to 15) are most online between 9am and 6pm.  Rissanen comments, “This means there are three hours a day which accounts for 720,000 unique visitors and indicates that a significant amount of potential additional business is currently just ‘walking away’”.
Chat conversations, which have become an increasingly common feature on property websites - combined the eight property companies have over 1,000 chat conversations per month - were about:

· Booking a valuation, 30%
· Property enquiry, 28%
· General enquiry, 20%
· Technical issues and site content, 5%
· Branch contact, 2%
· Recruitment, 1%
· Other, 14%
Weekend online visits accounted for approximately 850,000 visitors in the month.  Whilst weekend visits fall (perhaps because people are actually out visiting properties) by 30% on Saturdays and 34% on Sundays, the number of chat operators ‘on call’ drops by an even bigger 51% and 69% respectively, and by 73% for one of the companies.  Five out of the eight companies have no one on chat duty on Sundays.
Rissanen says: “Property companies have been one of the early adopters of online chat but there is more that can be done, watching potential customers’ ever-changing habits and actions.

We know that today’s consumers expect to get a response from property companies around the clock, not just between the hours that most customer service representatives are in the office. To ensure there are no ‘black holes’ in the communication flow when teams are enjoying a well-deserved rest, our clients such as Connells Group, whom we work with to deliver new revenue sources from its websites and to improve online customer service experience, have implemented our Giosg semi-automated instant messaging service.

This targets their website visitors at the optimum point in their online journey, regardless of whether that happens to be at 10am or 10pm. This has resulted in a more than 20% increase in the number of property valuations booked through Connells websites.”

Join our mailing list:

Leave a comment

Latest Comments

Christian Donovan
Christian Donovan 18 Aug 2017

The write-down on house values, combined with the fall in the GBP saddled the fund?s property portfolio with a 1.4% loss in the second quarter. The shocking amount of $240 million.

view article
Samantha Goodman
Samantha Goodman 11 Aug 2017

Interesting point of view.

view article
Samantha Goodman
Samantha Goodman 11 Aug 2017

It depends on the people, some older adults decide to make a long-distance move in order to live closer to their children or settle in a place with a lower cost of living.

view article
brandonlee10 24 Jul 2017

The financial ramifications of the triggering of Article 50, the starting gun for Britain's departure from the EU, are far from clear. Buyers will be most cautious in London, given that buying a home in...

view article
IrisJ. 19 Jul 2017

Great advice, but may I also add that when buying an already built home, make sure you do all of the proper inspections. Most importantly pest inspection because people tend to get surprised when they

view article
IrisJ. 17 Jul 2017

The third point is, in my opinion, the most important one. People have become too inconsiderate and careless when it comes to rented properties. If a landlord wants to protect their property, regular visits...

view article
cornishalan 10 Jul 2017

Added to the cost of purchasing these village properties are the above average maintenance costs. Particularly where the property is a listed building or requires specialist building skills such as thatching...

view article
Jo Mullett
Jo Mullett 07 Jul 2017

Here in Swansea, known as the Japanese knotweed capital of the UK, it never fails to amazes me that people have no idea of the potential problems this invasive non-native plant can cause when buying or...

view article
NathanG 05 Jul 2017

McDonalds, for example, have been purchasing their real estate on prime locations for years. If something happens to the company they'll have invaluable assets that will be able to save them. We might

view article
Jonah 04 Jul 2017

Graham: surprised to see you cite the "extra tax liability" as capping out at ?560. It doesn't - the extra tax is exponential, as it is levied on the income (i.e the inflating level of rental income you...

view article
Dianne Griffen
Dianne Griffen 29 Jun 2017

Be very wary of anyone bringing you deals that they have ?found? and want to ?sell on to you? or ?joint venture? with you on ? you need a proper legal contract for this, involve a RICs surveyor to confirm...

view article
jason hadzikostas
jason hadzikostas 28 Jun 2017

The most important thing is a budget. Students have to manage their spendings in food, house maintenance, books and many other things. According to me, student Studios are the perfect option for them as...

view article

Related stories

More articles from Business