A recent study of real estate brokerages showed that roughly one half of all consumer leads were ignored for more than 8 hours! Can you imagine being an internet customer and wanting to interact with a company online, but having to wait for more than 8 hours to get a reply? I don’t think so.
But this is not a surprise to me. I have been seeing this for years in the real estate business, and I suspect your market area might be just as broken. Internet customers have a low tolerance for waiting, and that is why my company works very hard to respond to an internet customer’s request for information in five minutes or less!
The study sent 715 web-form fills to 56 large multi-office brokerages, divided between agent-specific and IDX leads. Bradley Miller, founder and president of One Cavo, says agents failed to respond to 46 percent of leads or responded an average of eight hours after the forms were submitted.
I have conducted studies of both my company and many of my competitors and can tell you that it is a worthwhile exercise for any company which hopes to gain business from the internet. The average response from my company, during business hours, was less than 15 minutes, while the average response time from the competitors that I chose was more than a day. This was good news for me!
How To Evaluate Your Customer Response Time
If you really want to know how to evaluate your internet customer response time, just go to Google and create a few email addresses that have no identification about who you are. Then set-up a schedule to request information from your real estate website at random times during the day. The results just might surprise you.
Most internet customers want information fast, so do not be tempted to establish an auto-responder as your primary response mechanism. They will see right through that and move to another service provider that values them as a live, ready customer. Remember, business has moved to the internet, and it’s a very competitive field out there, so make sure that you lead your niche in internet customer response time.