Phone calls are the go-to method of contact for people looking to buy a home. However, extensive online research is a significant part of the customer journey. The less the housing industry understands about this journey – both for their business as a whole and for specific areas/developments - the more of their budget they're spending on guesswork.
PWC reports that 90% of home buyers searched online during their purchase process, but used this as a “shop window” to research properties before picking up the phone or visiting the branch to complete the transaction. As the property market shifts towards shorter term consumerism, optimizing your customer journey must be a top priority to reduce the sales cycle and increase brand loyalty.