Sprout Social: Real estate industry does poor job of responding on social media

Brands post nearly 12 times as frequently as they respond
  • Real estate companies don't appear to put a priority on responding to social media posts.
  • Brands and agents may be more focused on dealing with existing clients, and social media inquiries may not result in many leads.
  • Other industries appear to post significantly less frequently than real estate brands.

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Clients’ satisfaction with a real estate company or an agent is largely determined by whether those parties respond to questions or concerns in a timely manner. A recent study shows that the real estate industry is doing a poor job of responding, at least as it pertains to social media inquiries and posts. Amy Johansson / According to a Sprout Social index, real estate brands send out 11.7 times more posts than replies. By comparison, utility-related brands and retail companies send out 1.4 times and two times more posts than replies, respectively. A separate report from J.D. Power states that first-time buyers and sellers are most satisfied with an agent or real estate company when they are kept informed throughout the process. Among repeat buyers and sellers, satisfaction is highest when they receive a timely response to questions and concerns. “Knowing how and when to communicate with customers is essential for real estate companies,...