A comparison website has said that agents who are open longer hours do not necessarily sell more properties.
In fact, says GetAgent, its data shows that those which are open for fewer hours arguably perform better.
GetAgent has been looking at the performance of agents that are open beyond the traditional 9-5.
It looked at the average opening hours per week for all agents across the major property portals and the time it takes for agents in each opening time category to sell a house subject to contract.
It did so against a backdrop of online agents operating ‘open all hours’ models – although as we reported yesterday Purplebricks has confirmed its intention to drop its night-time telephone and live chat service, to reflect consumer demand.
While GetAgent could not have known this, it said that the industry as a whole has had to make itself more accessible – but, it asked, “Do longer opening hours really mean better service?”
It found no correlation between staying open longer and selling a property quicker.
Agents with the shortest opening hours – opening for only 20 hours or fewer a week (apparently there are some) – took 158.7 days to sell a property.
Those who opened the longest, over 80 hours a week including both Saturdays and Sundays, sold in 167 days – 8.3 days slower.
However, those who opened in the mid-range, up to 40 hours a week, took the longest to sell, at 197.6 days.
GetAgent found that the best mixture of opening hours and property selling performance is the 41-60 hour bracket.
The most successful agents in this bracket opened for an average of 49.7 hours a week, and took just 142.8 days to sell a property.
GetAgent founder Colby Short said: “A lot has been made over longer opening hours, driven by a change in the industry due to online and hybrid competition.
“The perception is that if you’re open for longer you are able to provide better service due to a greater degree of accessibility. However, this simply isn’t the case and longer opening hours can actually have the opposite impact.
“As always, it’s not the hours you are open, but the quality of the service you provide within those hours.
“All too often, an agent will open for longer, but this can lead to demotivated staff and a greater workload that can be detrimental in the long run.
“Particularly in this day and age, technology can do a lot of the heavy lifting on a day to day basis and the smart agent is the one that incorporates this to work smarter, not harder, providing a better service in the process.”
|Hours opening hours per week||Average hours worked per week||Time to sell subject to contract||Open on Saturday||Open on Sunday|