Some 92% of estate agents believe online reviews have a significant impact on their business performance and reputation, according to a new survey.

A report by Kerfuffle looks at reviews and reputation management highlighting the results of its latest survey that takes feedback from over 500 agents and details all the main review options reviewed across the its platform.

Kerfuffle’s polling showed that agents believed that 70% of consumers read reviews, and yet there are clear signs that some agents seem to be massively underestimating the importance of reviews.

According to the study, nearly half – 49% – of estate agents say they ask all of their clients for feedback and reviews.

Just over  a quarter – 27% – selectively ask. Over a quarter of agents admit to cherry-picking which clients they ask for reviews.

Just under a quarter – 24% – don’t ask everyone; Nearly a quarter of estate agents do not ask all of their clients for feedback and reviews.

The study also found that 76% of agents found it difficult to collate and contrast this review data, while 52% of agents use word of mouth and reviews as a powerful tool to help win new business.

Estate agent Simon Bradbury gave feedback on the report, which you can download here.

He said: “What an excellent report! I think we all know just how important reviews are to an estate agent, particularly to secure a valuation appointment which can only be helped by third party endorsement from previous clients. What’s important in my view is not just to want to get more reviews but to actually have a plan and process to achieve that objective.”

Tim Hyatt, head of residential at Knight Frank, which claims to be the property industry’s leading national estate agency brand on Trustpilot, a major customer review platforms, believes that customer feedback is crucial.

When compared to other national agents in the UK, Knight Frank says it tops the rankings with a rating of 4.9 out of 5 stars. Of the 4,270 Trustpilot reviews, 91% of customers gave Knight Frank a five-star rating.

Hyatt said: “Over the years we have won 13 customer experience awards, yet for me this is one of the most humbling accolades. Direct customer feedback is a true barometer of what our customers really feel about us.

“In 2016 we set about transforming the way we interact with our diverse range of clients, reviewing and evolving every customer touchpoint and upskilling our teams in customer service. The ongoing project continues to look critically at each potential moment customers interact with the firm, from our offices look and feel through to the creation of our market leading online portal and everything in between.

“We have taken significant strides forward in defining our modern luxury brand; however, it is my view that you can have the very best brand in the market yet without customer experience it is nothing. For Knight Frank it is all about what is best for the customer – professional advice and customer experience underpins everything we do.”