Estate agents are being urged to stop waiting until completion to ask clients for Google reviews, with industry figures highlighting five opportunities to secure feedback.
The advice comes from the Ethical Agent Network (EAN), whose 36 member agencies have collectively received more than 12,000 Google reviews.
The agencies have an average rating of 4.79 out of five, according to the network.
EAN co-owners Nick Cheshire and Dan Kirby believe many agents miss opportunities to collect reviews by leaving requests until the end of a transaction.
Cheshire said: “People check a sandwich bar’s Google reviews before spending a fiver on lunch, so why wouldn’t they apply the same thought process when choosing someone to sell or let their property?
“Many agents do excellent work but leave asking for feedback until completion, when everyone has plenty of other things on their mind.”
Five opportunities agents may be missing
EAN recommends identifying five points during the sales process when agents can request feedback.
These are:
+ On instruction: Introduce the idea of leaving a review early in the relationship.
+ When an offer is accepted: Invite feedback from both buyers and sellers.
+ At exchange of contracts: An opportunity to ask clients about their experience.
+ On completion: Request feedback while the transaction is fresh in the client’s mind.
+ A week after moving: Give buyers and sellers time to settle before asking about their experience.
Cheshire stressed that agents should not repeatedly chase the same customer.
“These are opportunities to ask, rather than a suggestion to chase the same person five times,” he said.
“Write the process down, set reminders and agree who takes responsibility.
“Make it as easy as possible for the reviewer by texting a direct review link or using a QR code or tap-to-review card. You’re asking someone to give up their time, so keep the effort involved to a minimum.”
The network also recommends seeking feedback from people who have received valuations or property advice, even if they do not proceed with a transaction.
Reviews offer more than a star rating
EAN requires agencies applying for membership to have a Google rating of at least 4.3, based on a minimum of 50 reviews.
The network says its members’ combined review count has now passed 12,000.
Kirby believes agents should look beyond their average rating and use customer feedback to identify areas for improvement.
“Reaching 12,000 reviews is worth celebrating because those are all individual experiences people have taken the time to share.
“For agents, the value goes beyond the score. Reviews tell you what customers appreciate, where things need attention and whether the service you promise is the one people receive.”
The figures are based on EAN’s member agencies rather than a representative sample of the wider estate agency industry.
