We recently conducted some eye-opening market research to better understand what buyers and sellers truly care about when it comes to choosing an estate agent—and the results may surprise you! From property brochures to the role of social media, here’s what we learned about the preferences and priorities of today’s property market.
1. Where Do Buyers Start Their Search?
When looking for a property to buy or rent, the vast majority of buyers start on property websites like Rightmove, with 84% turning to it first. Zoopla, on the other hand, isn’t a major player in this case, capturing just 6% of the search traffic.
2. How Important Are High-Quality Property Brochures?
When it comes to marketing a property, many buyers may not even realise how crucial a high-quality property brochure can be—until they see a great one. 49% of buyers said high-quality brochures are “an absolute must,” while the other 51% admitted they could take or leave them. But here’s the kicker: most buyers don’t realise how much a lackluster brochure can affect their impression of a property. When agents use low-quality marketing materials, it can make properties look less appealing and leave buyers questioning the professionalism of the service.
Think about it: when you’re selling something as important as a home, a well-crafted, visually appealing brochure isn't just a "nice-to-have." It helps bring the property to life, highlighting its best features and making it stand out from the competition. If you're selling a property, don't settle for mediocre marketing—ensure your agent is showcasing your property in the best possible light.
3. How Often Do Buyers Visit Estate Agent Offices?
With the world going digital, it’s no surprise that estate agent offices are becoming less of a destination for property seekers. In fact, a whopping 74% of buyers only visit an estate agent’s office to collect the keys once the deal is done. 13% drop by a couple of times, while another 13% are regular visitors. What does this tell us? The majority of buyers prefer to do their property search online and only visit an office for key handover.
4. Do Sellers Check Out Social Media Before Choosing an Agent?
Social media plays a crucial role when it comes to choosing the right estate agent. 71% of sellers told us they scoped out an agent’s social media before deciding who to go with. This shows that an agent’s online presence isn’t just a bonus—it’s a vital part of their credibility. So, when you’re choosing an agent, take a look at their social media channels. Are they actively engaging with clients? Do they showcase properties effectively? Social media gives you a window into how well an agent will market your property.
5. What’s the Ideal Viewing Experience?
When it comes to viewing properties, buyers are pretty clear about their preferences: 80% prefer to view a property when the seller isn’t home. It seems that most buyers want to explore a property at their own pace without feeling like they’re intruding. On the other hand, only 2% of buyers said they prefer the seller to be present, while 17% said they didn’t have a strong preference either way. So, if you're selling your home, consider vacating the property during a viewing. It’ll make the experience more comfortable for potential buyers and allow them to really picture themselves in the space.
6. What Matters Most When Choosing an Estate Agent?
When it comes to choosing an estate agent to sell a property, 45% of sellers say that high-quality marketing materials are the most important factor. This means professional photos, well-designed brochures, and listings that really highlight a property’s unique features. 19% of sellers value market exposure, while another 19% are focused on fees. Interestingly, only 16% of sellers said that high street presence was an important factor, showing that in today’s world, visibility online matters far more than a prominent shopfront.
What Buyers and Sellers Can Learn from This Research:
Prioritise High-Quality Marketing: If you're selling a property, make sure your agent offers top-tier marketing materials. Professional photos, detailed brochures, and a strong online presence can make all the difference in getting your property noticed.
Consider the Viewing Experience: If you're selling, think about how your property is viewed. Buyers tend to prefer quiet, uninterrupted viewings, so consider stepping out when potential buyers come through.
Do Your Research: Social media matters more than ever in the property market. Whether you’re buying or selling, take the time to check out your agent’s online presence. It’s a great way to gauge their professionalism and the quality of their marketing.
Efficiency Is Key: Buyers are shifting toward digital platforms for their property search. That means you need an agent who can provide an easy-to-use online experience, from listings to communication. The less time you spend in the office, the better!
At the end of the day, understanding what buyers and sellers truly value can help ensure a smoother property journey. Whether you’re buying or selling, keep these insights in mind to make the process as efficient and successful as possible.
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