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Adapting to Change: The Evolution of the Buyer's Journey in the Property Industry


Over the years, the property industry has undergone significant changes, particularly in the way buyers approach the home buying process. With the advent of technology, buyers now have access to a wealth of information and resources that have fundamentally changed the way they engage with the property market. As a result, businesses in the property industry must adapt to these changes to stay competitive and meet customer demands.


One of the most significant changes in the buyer's journey is the increasing use of online resources. With 93% of homebuyers using the internet to start their property journey, businesses in the industry must ensure that their online presence is strong and user-friendly. This basically means optimising websites and offering online services in a way that is accessible and convenient for buyers.


However, it's not enough for businesses to merely offer online solutions. Customer service must remain a prioirty. According to a survey by HubSpot, 80% of customers say that customer experience is just as important as the product or service they are purchasing! Businesses must prioritise delivering exceptional customer service to remain competitive in a crowded market.


One way businesses can achieve this is by investing in customer relationship management (CRM) software. By implementing a CRM, businesses can deliver the relevant information quickly, track customer interactions, personalise communication, and create targeted marketing campaigns that resonate with their audience. Additionally, businesses should focus on creating a positive customer experience by being responsive, informative, and helpful throughout the buying journey.


Another way to improve customer service is through marketing strategies that focus on customer education. By providing resources and information that help buyers navigate the surveying process, businesses can establish themselves as trusted advisors in the eyes of their customers. This can include showcasing testimonials, offering a free preliminary conusltaiton on the phone, or offering free resources such as home buying guides - get creative and don’t be shy to show off your expertise and let potentials customers know why your company is best for the job.


Finally, referrals! Focus on building strong relationships with other businesses in your area(s). By partnering with other businesses that share similar values and customer-centric approaches, businesses can gain access to new customers through referrals and word-of-mouth marketing.


In conclusion, the buyer's journey in the property industry has undergone significant changes in recent years, and businesses must adapt to remain competitive. By offering online solutions, prioritising customer service, and investing in tools like CRMs and marketing strategies, businesses can stay ahead of the curve and deliver exceptional experiences to their customers. Ultimately, it's the businesses that put their customers first that will succeed in a touch market.


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