The Importance of an Omnichannel Strategy for Real Estate
Written by:
Daniela Araújo
In the past, cell phones were a real estate agent's best friend because they allowed them to communicate with their clients quickly and efficiently. Unfortunately, technological advancements and the emergence of new communication channels mean successful real estate interactions no longer take place solely via phone calls. A
An omnichannel strategy has become essential to offering a high-quality real estate experience.
In this post, we’ll explain the importance of an omnichannel strategy and the benefits for real estate agents. Plus, you’ll get tips on how to define your omnichannel strategy.
The Benefits of an Omnichannel Strategy for Real Estate
An omnichannel strategy involves more than just being present on different channels. Unlike multichannel customer service, which provides several disconnected points of contact, omnichannel customer service unifies communication channels for an integrated, fluid experience.
For example, let’s imagine Luis, who’s interested in buying a property. He contacts a real estate agent by phone to schedule a viewing. Given the available times for showings, he needs to check his schedule to confirm availability. Once he knows he’s available, he sends a confirmation via WhatsApp on the company’s website.
Unfortunately, the company doesn’t have an omnichannel strategy. Because the channels aren’t integrated or unified, messages are left in the queue. As a result, the confirmation isn’t validated in time, resulting in the loss of the visit, the loss of a potential deal, and frustration for Luis.
If the company had an omnichannel strategy, the message would have been recorded in Luis’s history automatically, allowing the company to confirm the showing.
This example highlights why companies with an omnichannel strategy retain 89% of their customers. For context, companies that lack an omnichannel strategy have a 33% retention rate.
Let’s dive into more benefits for the real estate industry.
Improved Customer Experience
Implementing an omnichannel strategy allows clients to interact with an agency on multiple channels, such as web chat, social media, email, and mobile apps. Because the communication channels are integrated, vital information is retained, and clients have fluid, personalized experiences.
Accessible Information
With an omnichannel strategy, the client is at the center of the service. This means agents can access information and contact the company on any channel or device, anywhere. This benefits the client and increases transparency and trust throughout the real estate negotiation since the agent is always accessible.
Increased Operational Efficiency
In addition to improving CX and providing easy access to information, an omnichannel strategy enables real estate agents to increase their operational efficiency. With an omnichannel strategy, companies only need to collect customer data once, which increases operational efficiency and reduces costs. This allows agents to create and implement strategies that considerably improve CX.
5 Tips to Boost Your Omnichannel Real Estate Strategy
For an omnichannel strategy to be truly effective, it’s important to consider how communication channels can complement each other and take interactions to the next level.
Here are a few strategies to consider.
Use Social Media
Given the increasing presence of social media in our daily lives, these channels should be considered. But it’s not enough to just be present on these channels — agents and agencies must have an active presence and interact with clients regularly. Agents need to respond to comments and messages and share videos and photos of properties. They can even share and spotlight positive reviews from clients they’ve worked with in the past.
WhatsApp is an increasingly relevant channel in the real estate industry because it promotes faster negotiations and efficient communication. It also makes it easy to schedule showings, send documents, and answer frequently asked questions.
Create Email Campaigns
In addition to social media, agents should consider email campaigns. These are easily personalized with information about new properties and appointment reminders. Agents can also use automation to segment clients and send relevant messages.
Offer a Chat Service
It’s important to have some kind of chatbot or web chat service on the agency’s website. Chatbots can answer simple questions and provide basic FAQ information, while web chat offers personalized client conversations. Both provide quick and efficient help for clients.
Create ‘Phygital’ Experiences
One of this year’s top CX trends is the ‘phygital world’ — combining the physical and virtual worlds. For real estate, this is crucial. Agents can publish videos and 360-degree virtual tours that are interactive and attract clients. It’s a great tool when clients can’t come to tour in person because it allows for a physical experience virtually. When clients can finally see the property in person, they’ll have more realistic expectations, increasing their satisfaction and confidence in the agency.
Gather Feedback
Gathering feedback from clients is crucial for success. Don’t forget to ask for feedback after a deal. Then, use that feedback to continually improve the experience, including communications and customer service.
Conclusion
At GoContact, we have teams of specialists who know contact centers and customer experience like the back of their hands. They provide personalized advice and support so you can offer your clients the best possible experience.
We also offer a complete and intuitive omnichannel solution in the cloud. This solution allows you to manage all your interactions on a single platform and have a unified view of your clients.
Do you need help creating an omnichannel strategy for your real estate agency? Talk to us now to find out how we can help improve your results and differentiate from the competition!
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