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Home Buyer/Home Seller Surveys- Are You Using One?

When I was employed by a national builder, one of the things that occurred in a post sale process was the arrival of the buyer survey, sent out automatically (and typically arriving returned to the builder within 60 days of closing). We received copies of these as they came in.

Some of the areas of comment were the following:

Responsiveness of sales staff

Timely updates on progress

Product knowledge

Each category had sub categories, and room for comments from the home buyer.

While there were occasional surveys with a bit of...attitude, the majority were eye opening, and offered a way to improve on what buyers expected (and received or didn't) as well as keep doing those things that provided a positive buying experience.

In the majority of cases, "responsiveness" and "updates" were the most compelling- if a buyer were under-informed, an entire section of the survey was decimated (as was the subsequent grade). While we didn't relish those responses, it did (for most of us) create an automatic mental reminder- the corporate office took the responses quite seriously, and a few bad ones created trouble.

It would seem important, as a company involved in real estate, to offer the same sort of "outlet" for clients, to be filled out (or not) post- closing. With the market changing so dramatically, maintaining an awareness of changing consumer expectations would seem imperitive.

While I'm guessing that "responsiveness" will remain the issue of importance to consumers, it might be telling to get a feel for how much else is hoped for now (e.g., finance knowledge, explanation of the buying or selling process itself, expectations met or exceeded in exposure venues, home presentation on the internet, etc).

I'm sure that many of you already engage in a survey system- if, like us, you're thinking about it, it would be great to hear some of the most important areas of response. We don't have "underlings"- we ARE the underlings- so it isn't about pressure; it's more about determining how to meet the expectations of a rapidly changing consumer expectation.

Posted by Laurie Mindnich on 02/03/2009 03:53 PM

Comments (54)

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54 Comments on Home Buyer/Home Seller Surveys- Are You Using One?

FEB

Very interesting post...it's about being credible. A timely reminder that this kind of "immediate followup" is really just to make sure we're offering our very best to our client base.

Thanks, Li- a survey is a great way to figure out if our "best" is real, or imagined- only the consumer can answer that, especially as technology grows.

Laurie, one of the benefits that we have at ERA is that the company sends out a survey to both buyer and seller after closing. It is a huge help!

Tony and Darcy, I'm definitely going to put one together, although the exact questions are up in the air- I'm glad that you're seeing the benefit (makes me more motivated to hurry up and get it done). Thank you!

Nope. Not me.

I love my buyers and my buyers love me. However, in the tangled web that we weave known as a real estate transaction, we are dealing with consumers who do not know why or what we always do and why or when we do them.

My buyers know that I'm very experienced and that I do wonderful things for them because I tell them.

However, many agents do not communicate the complexity of the transactions, take leads from the consumer (I do not), and generally, while there is a successful closing, the consumer may believe that disquieting events were caused by agent incompetence or negligence when it may be a lack of understanding or knowledge on the part of the consumer.

The only person competent to evaluate an agent is their broker. A broker should be able to review an agent and their work product without involving a consumer.

No surveys for me.

Don't you just love a party pooper??

Laurie - I like the idea of a survey. It's also a great place to obtain testimonials for website or other advertising. www.SurveyMonkey.com is a free website that you can use to email your clients a survey.

Laurie, great reminder and idea for folks that don't use such a survey. We send one to both our listings and clients under contract. The feedback is great and most can be used for testimonials.

Laurie,

Our company uses surveys not only for feedback on agent services, but to also find out if the client was offered a home warranty, if they used our service-provider list, etc. In 2008, the staff starting emailing them to the clients vs sending through the postal service. We get great response.

Laurie, I have entertained the idea of a survey for quite a while now and I think it is a good idea for all the reasons mentioned above. Plus, it is sometimes hard to see where my service needs improvement (tunnel vision you know) and a survey would help me improve. If you come across a survey I would be interested in seeing it.

Lenn, fair enough.

From my perspective, getting a minor "slam" from a buyer who wasn't 100% happy with follow up (in whatever category) provided an ongoing wake up call to simply take the time and DO it. My partner, on the other hand (who received good surveys) would look at me on Mondays, and say, "Why are you calling them? You're just asking for trouble..." (it made me laugh every time- best partner I ever had).

As only one of two people here, the development of who the company is (and what we want for buyers/sellers) seems worth the experiment. I completely respect those for whom a survey (for their company) feels inappropriate, and we may well arrive at that end conclusion- but then again...we may pick up stuff from the responses that are real eye openers.

You win. Just what we need- more surprises, right?

Kim, despite the party pooper, we're going to give it a shot. I recall a survey in which the wife made note that it was her husband that received all of the updates, which p&*$ her off. Her husband had requested it; I'll never pay attention to that request unless it comes from the person that ISN'T getting the calls. Just a tiny thing, but in the memory bank. She liked the experience overall, but that aspect brought the results down a bit, and I'd never have known- she was very nice on all visits to the site.

I am with Lenn, nope not me either. If they think you are doing a good job they will return your phone calls, good enough for me.

Hi Laurie -- Excellent topic, and not one I've read before on AR. I agree with you. When I worked for the largest, multi-state brokerage in our area, this form was so canned, it generated little interest, so I stopped using it, as I was tired of simply getting "excellent" checkmarks and very little useful information, so I simply asked how did I do; can I use you as a reference; ask for a testimonial; and lastly, and the most important: no service provider is perfect, and what could I do to improve my service quality so as, if possible, I can incorporate your suggestions in order to create a better experience for future clients. This last one is incredible, because if I have had an exceptionally good relationship with the client, they are more apt to express honesty, which I really, really encourage, and then try and earnestly improve, and it's helped me.

Great post Laurie!

I don't think a survey could hurt your business, but I also think that if you rely on a survey to inform you about your performance then your performance is lacking. I do understand that everyone has a different perspective on things, but it is part of our job as professionals to know how our clients are feeling about a transaction by keeping them informed. If you don't "communicate" well during a transaction then you should know how your client feels about your performance.

Kris, do you wait for a sufficient time after closing before mailing, or wait 30 days? Getting a referral that can be used (with permission) really is a great plus. I'm checking out the site Kim provided (thanks!)-

Diane, thank you- EMAIL...how simple is that?

Tom, I'll certainly email you when I make mine- I was lucky to have been the victi--oops, recipient of surveys that would just land on my desk- very in depth stuff. The problem with some of those questions is that they're out of date...we're in a different decade!

Miriam, party pooper #2, and I'm absolutely aware that some of the very best people don't need them, and agree with you 100%- back to that question that my favorite partner would always ask on Mondays! For some, it must seem almost like being a glutton for punishment in an already punishing market- I totally get that, but picked up some interesting stuff back then that might be equally compelling (or not)...*you'd have been a great on site partner, if laughing is a good thing!!!

Laurie,

At AgentOwned Realty, we send our a survey after each closing. We, quite honestly, don't get a high percentage back. However, we would not discontinue because the ones that we do get back are great to have. Agents who get the high marks love to have them for their bragging books.

Liz Loadholt

As part of our post-closing marketing that we do in our office, we send out a letter requesting feedback asking what buyers liked about our service, and if they have any suggestions. We then use those testimonials in our marketing to future prospective clients.

Chris thank you- you've figured out how to get what is needed to try to keep things "current" and at an acceptable level (or exceedingly so) without a survey. It would absolutely have to be interesting to the receiver in emailed form- we probably saw a 50% return rate, if that.

Pete, your point is well taken. Unfortunately, while success with surveys was consistent, there would be that trickle of honest assessments that took me by surprise- we worked with many buyers at a time, and knowing where a shortfall was helped immensely. Sometimes, even the best communication from our perspective didn't feel like the "best" to them- and they were all that mattered in the corporate philosophy, so we took note of complaints and sought to do better next time around. I'm not a mindreader (although I'd pay a fortune for THAT). **an edit: Pete, you are exactly right- it definitely feels like our business needs better connection/comprehension with consumers somehow- that feels like an area that's lacking.

Liz, I won a thousand dollars one year for having great surveys. Now, I'd have to pay it to myself...but you're absolutely right- the good ones are so uplifting, and having it in writing is really a great thing. Thank you- that's certainly the upside.

Christianne, we'll have to expand the blog to include questions that are of the most value to the recipients (agents)- those that have helped the most. On ours, if you sank on "timeliness of response", you were sunk on the whole survey- the rest of the survey was more subtle.

This is something we have been considering. Thank you for reaffirming our thoughts on this :)

Daniel, thank you for doing the same for ME. I'm getting mine figured out this week.

Laurie, I do not use surveys. I don't filling them out either. However I certaily see where they could be useful. Better yet why not just whip out your video camera after closing and tell them to smile and say something nice about you? That would put them on the spot and you could get some really good off the cuff comments.

BB, there's a HUUUUGE difference between an in the mail (or email) survey that asks probing questions of 1. A buyer/seller that doesn't want to take the time, is acceptably satisified, so tosses it; 2. A buyer/seller that is so happy, they feel BETTER having been provided an outlet, or 3. A buyer/seller that is so unhappy that they'll have been in touch with the owner (in this case, my sig other) WELL before a transaction closes, and will offer a scathing review post closing.

I didn't mind that when there was a national owner, with layers of management in between myself, and the return of the survey. Still, I have to say- I learned MUCH from responses. The deal is: the surveys are for the purpose of improvement, but the good ones are really cool to get.

Laurie,

How many responses do you get percentage wise???? I have a hard time getting 20% response from agents on showings. I would think you would get the really negative and really positive responses. Any information would be useful if utilized in the right context.

I think asking as few days after closing will allow all those "Closing Day" emotions to level out.

Best of Luck.

I agree with Laurie completely about the importance of a client survey. We send out our survey right after they sign loan documents, when their excitement is at it's highest. We decided to go this route after we got resistance from the team on what the "right time" was to send it out after closing. I have found that right after they sign loan documents, they're anxious to do something and not busy moving into their new house.

It works out nicely and always results in positive comments that can be used in marketing.

Marty, I agree completely- AFTER closing (30 plus days?) is key in a market where sellers/buyers are relaxed or annoyed with the decision, and able to respond if they want to. The responses were low in my experience, but the company was aggressive in requesting responses (before closing- off limits after) to fill out the surveys, so they might be lower for resale- except, one returned might offer insight not obtained otherwise..

Vic, I'm so glad to hear your response...except, I'm a little certain about after closing (with time to digest)- the stuff that comes back has to have that value. We can't underestimate the positive comments in tandem with any negatives. Both are very powerful, as are those that return the surveys (buyers or sellers of real estate). Thank you!

Laurie: The survey is a vital part of any transaction. Always great to see that people liked doing business with you.

Laurie,

I just did my first survey at the end of last year plus have started with my clients. The feedback has been invaluable in designing my services to fit the needs of my clients.

Want to know how to make more money? Ask people how you can provide more service. They will tell you.

I like using surveys because I think they can help you grow and learn from your mistakes OR they can affirm that you are on the right track!

Laurie - In my past career I was use to surveys, they could be rather useful; a a tool to help you make modification in your service. You could have provided great service however a client might make a suggest which you might see fit to implement. For a survey to be useful the person receiving the feedback should be mature enough to deal with the negative comments and figure out how to change that perception and only then would a survey be a good tool.

I also agree with the viewpoint that in real estate a satisfied customer would let you know it.

thats a good idea, except with a large builder the buyer knows that the survey will remain more confidential. how would you keep that same theme if the feedback goes directly to you? Wouldn't it be the same as a seller asking a buyer for feedback on the spot? even if they didn't like the the house the buyer would say "you have a lovely home"...

Laurie, I think this is a wonderful idea. I am sure there are always ways we can improve and it's good to know what the client thinks. I hand these out after speaking or teaching and they go back to the school or wherever I've spoken who can report the results to me. I like hearing it so I know what I can do better...now that I KNOW better.

I used to use a survey for all my clients, but now I don't anymore, primarily because I do not have any clients. LOL

Jose Lopez
I specialize in Sarasota Florida Foreclosures and Venice Florida Foreclosures

Sound like a great tool for a real estate broker, but I don't think it would work for me as an appraiser. I find homeowners are generally happy with our appraisal service if the appraised value of there home is what they thought it was, and are less enthusiastic if its less than they thought.

Excellent suggestion!

This seems like a good use of surveys.

I'm Quality Service Certified an outside company not the broker I work for sends a survey to my clients after the escrow closes- my clients that have filled out the survey have given me great marks the problem is a lot of my clients I have found out later -never even received the survey but it is something that can be used with buyers and sellers as a marketing tool and more.

I use surveys and usually find them very positive. I have a long voice mail message and have had comments on that so I added a way to bypass it.

FEB

Laurie - I ask for feedback in the form of a testimonial letter. It is unstructured and the clients usually speak to the issues that were most important to them. Surprisingly some of the services I work the hardest to deliver like market knowledge go unmentioned which tells me that clients expect this from their agent. A survey is an interesting tool let me know what kind of survey you come up with.

Options Realty-This is a great way to know what we need to improve on so that we can better serve our clients. Surveys can also be a great way to get home buyers and sellers. I am thinking of sending one out to my farming subdivisions. Great post.

Roland, or didn't like doing business for some reason- the surveys were very telling! Thanks-

Paul, thanks- that's certainly a direct question that will provide great information for us.

Kristi, either way, it might permit us to know more that we would have, which will help the next buyer/seller!

Jennifer, when I was getting surveys, there was no bad attitude permitted, because the side of the consumer was ALWAYS covered by the builder- we had no choice but to take it at face value and do better the next time around in the area of contention. I have to admit, though, there were some people who didn't handle the responses as well as others (never a pretty sight)!

Jennifer W, keeping it confidential would have to be understood by the person receiving it, or they probably wouldn't be comfortable filling it out- it would have to have that caveat on it (now that I think about it, the other had it). Thanks!

Carole, me too- better to know than wonder!!

Jose, believe me, there won't be numerous surveys sent out from our end, either- and with a 50% return, it may well only offer a few chances to see what we can do better! Except, it remains good info to have- thanks!

Mike, you're cooked if the appraisal doesn't come in- I'd take a pass, too, if I were an appraiser! :)

Thank you, Mirela-

Brian, I'm an information seeker (or as mentioned, glutton for punishment?)- thanks

Antionette, you've experienced the value firsthand. Sometimes, people would simply toss the surveys (as is their choice), so many weren't returned.

If a survey helps correct even one small annoyance, that's an improvement that others will appreciate- sounds like you took their word for the voice message, Christine!

George, I'd be happy to- thank you!

Lanre, let me know what happens- focus groups have been used forever, but a survey to an exisiting farm area sounds interesting-

this is really good advice and business practice, good agents keep in contact with clients after the trasnaction, bad ones move on to the next

My company sends out a survey to each client but only one client has ever returned it but they all give me good testimonials. Go figure.

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My company sends out a survey to each client but only one client has ever returned it but they all give me great testimonials. Go figure.

We are test marketing it and it works wonders. We follow back up and have received referral letters/emails from clients. It is eye opening as many will be honest at our or our trade's faults....

James, for whatever reason (or for numerous reasons) this market has redefined buyers and their expectations- or perhaps, OUR expectations. Honest feedback is pretty compelling!

Kelsey, it beats horrible feedback!

Tim, that's hitting the nail on the head- it was eye opening often enough for me that continuing the survey seems a good way to really be on top of not only what we're doing, but how we're doing in the eyes of the person writing our paychecks!

I use surveys. Even if they are not returned to me, I believe that they continue to sen the message to my clients that I care. If you ask them to provide testimonials at the same time, you can get both information and content for your website. I let them provide their testimonials by snail mail, email or on LinkedIn...that way I get a link to them, too.

Holly, if you have a client that didn't like some aspect of your service, you're like I am- you'd want to know. The stellar ones that are returned are simply a nice "bonus" on our time investment- thanks!

I currently use surveys. In them I include a paragraph stating that their comments may be used in my marketing and have a separate signature line for permission to use their full names. Although I don't get some back, it is worth it to me.

Zilkia, if you're keeping in touch and getting good feedback, it's worth it. I think we'll probably go the anonymous route at first, but it's interesting to see how a survey is offered- thank you!

Congratulations on the feature. Great post! We do use the surveys and one thing we recently added was permission to use their comments as testimonials. That has been great and something to brag about!

FEB

Anonymous, I'd be curious to know if the addition of permission impacts the # of surveys returned- the ones used by the builder offered confidentiality. I love the idea- just wondering if it impacts the # returned. Thanks!

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