As we announce the latest improvements to our in-app chat messaging service, our Product Director, Jon Horton, explains why it’s so important to offer clients a choice when it comes to communication.
Client choice in terms of how they would prefer you to communicate with them is often overlooked and could be the difference between winning and losing. But why is this so important?
The truth is that to you, it might not appear very important and that’s where you could be letting the side down. However, your next customer may feel very different, which is why it’s so important that you understand their needs and wants, not just in respect of their motives for moving and aspirations for their next home, but also their preferences with regards to how you communicate with them during the whole process. In a recent survey, 50% of vendors chose their agent because they liked them as individuals, so putting your customer at the heart of everything you do is clearly a basic necessity, evermore so in a competitive market with declining stock levels in some parts of the country.
Messaging is moving online as SMS and MMS continue to decline rapidly. This is as a result of increased use of online messaging services such as WhatsApp, Facebook Messenger and Instagram. (OfCom Communications Market Report 2020). More than 100 billion messages are sent each day on WhatsApp! 260 million new conversations are launched every day over Facebook Messenger including those started between businesses and individuals.
Commonly reported about how poor communication is throughout the home moving process, you would be forgiven for thinking that it’s a no brainer to discuss how your business can help to overcome some of these frustrations, particularly when its high on the list of complaints from consumers about estate agents. However, many of us either don’t use the technology available to us or just default to email and telephone.
That’s why mio developed secure messaging within its consumer app to provide agents with the tools to offer choice to their customers and improve communication with vendors and buyers, but on their terms.
We all live very busy lives where time during the working day can be at a premium. The open rate of a message is 98% compared to 20% email so it’s no surprise that the average response rate to an email is 90 minutes compared to 90 seconds to respond to a chat message. So, if you need your customers to become more responsive, you know what to do because let’s not forget, they can sometimes be the route course of delays to their own sale and purchase.
But I like talking to my customers – it delivers a more personal service. It does and I’m not suggesting for one moment that chat messaging is the holy grail and thou shalt not talk to or email customers forever more. It’s likely that a good communicator will use a blend of all three because chat messaging does have its limitations but the immediacy and response rate is an asset to the agent, particularly when a little reassurance is required that everything is going to plan, even though to the untrained eye it appears differently because everything takes so long.
Using chat as well as email confuses matters and we might overlook and miss something. You’re thinking about you and not what your customer would prefer. If you speak to them you still need to remember to record a note of the discussion (assuming you manage to get hold of them!) and mio removes this concern by notifying the agent if a message remains unread.
Who knows, your next customer could be making some shapes on the dancefloor; Benedikt Mordstein typed a message in 63 seconds whilst spinning on his head so he definitely has some preferences when it comes to communication!
To understand more about how mio can help drive efficiencies with your sales progression and provide effective communication via the app book your demo here.