The Influence of Online Ratings and Reviews on Realtors to Potential Buyers Who Need a Real Estate Agent
Real estate agents have multiple ways for home buyers and sellers to access them online, but nowadays that isn’t enough anymore. Multiple studies have proven that consumer reviews of services and products are more compelling than any other type of marketing. To see if this applied to real estate agents as well, ZipRealty surveyed over 2,500 online home buyers to find out how often they use online review sites, what would compel them to contact an agent they found online, and more.
When asked, “How often do you use review sites like Yelp or Angie’s List?”, 38% answered never, 34% answered not often, 18% answered somewhat often, and 10% answered very often.
When asked, “What would most likely make you choose to contact a real estate agent found online?”, 62% responded the agent has great reviews that seemed like they were clearly posted by real customers, 22% responded the agent is active in the community, 8% responded the agent has impressive credentials, 5% responded the agent’s “about me” bio is well written, and 4% responded that the agent has posted glowing comments about their service from anonymous clients.
When asked, “What factors would lead you to leave an online review for a real estate agent?”, it was observed that 65% chose if they gave me excellent service, 19% chose if they gave me average to poor service, 12% if they personally asked me to, and 5% chose if the company they worked for asked me to.
When asked, “If an agent online had many five star ratings but only a few two star ratings, would you still want to contact them?”, 38% replied somewhat likely, 33% replied very likely, 19% replied yes, 9% replied not likely, and 2% replied no.
When asked, “If you had received a recommendation for a real estate agent simply by word of mouth, would you do an Internet search to read more about them before you called?”, 43% responded yes, 28% responded very likely, 16% responded somewhat likely, 10% responded not likely, and 3% responded no.