Ghosting has become rife on social media communication platforms and more so in the property space. ‘Property ghosting’ is a sub-category of the ‘ghosting’ theme, which is when a person ceases all communication with others or one person in particular, be that a friendship, partnership, or working relationship, without any warning. All attempts to contact that person are ignored, leaving the other confused and without closure.
In the property sector, estate agents are well-acquainted with ghosting, particularly when it comes to people who don’t pitch for a viewing appointment. While it may be frustrating, agents commonly move on but will keep the ‘ticket’ open until it can be confirmed absolutely that a client is not interested in buying, selling, or renting or asks to be removed from the database.
Agents' ghosting clients is not as prolific as clients ghosting agents, says Myles Wakefield, the CEO of Wakefields Property Group, but this shouldn’t be happening at all. It doesn’t make sense, as it will result in a loss in business, be that today or for potential future transactions. In a highly competitive service industry, it would be professional suicide for an agent.”
Reasons
This is but one of the reasons agents won’t discredit a client, but it cannot be expected that clients will behave similarly when an agent appears unresponsive, which could be for many reasons:
- Too many leads: It is not unusual for agents to receive hundreds of viewing requests or enquiries in a single day, especially if properties are scarce in an area. In this case the agent may take up to 24 hours to reply.
- Lack of time: It may be that agents who have a large volume of viewings booked and text enquiries, simply run out of time to respond timorously or immediately, which is often what is expected by an eager buyer, seller, or renter.
- Property is no longer on the market: The property was sold or rented within hours, meaning the priority for response may be delayed as the agent works through the enquiries list.
- Health or family emergencies: When a medical or other personal crisis occurs, the usual practice is for an agent to pass on their schedule to another agent. Depending on the gravity of the situation, this may take longer than 24 hours, or more if the agent is independent and does not have an alternative back-up.
- Unrealistic demands: It is rare for an agent not to respond to every customer regardless of how unrealistic or unreasonable the demand. Generally agents are prepared to endure endless conversations to ensure a customer is well-attended and understands legal procedures and other processes.
- Disconnect: It can happen that an agent and a client fail to build a relationship, which could merely be a personality clash. The client may also not be prepared to meet obligations or be willing to negotiate as directed by the agent.
- Online listings are not updated: There are occasions where a property has been sold and the listing has not been updated on the website. “Unscrupulous agents do this as a ploy to help build their contact database and generate leads,” says Wakefield. “This is unethical, and that is why it is important to ensure the agent is registered with the Property Practitioners Regulatory Authority (PPRA) and holds a valid and current Fidelity Certificate.
How to handle agents’ non-response
“If a customer feels that they are being ghosted, their first step is to reach out to the agent’s manager,” says Wakefield. “This should result in resolution immediately. Such may be an introduction to another agent within the agency, or the manager themself. However, not everyone will take this step, choosing instead to go elsewhere. We are well aware that clients judge our performance based on the first interaction, which is why our agents tend to respond within 3-6 hours but not more than 12 hours.
“If you haven’t heard back from an agent within 24 hours max, it would be quite acceptable to take this matter up with the principal of the agency or the manager.”
Prevent ghosting
Most often customers see a property advertised online and want to act quickly to secure a viewing. This comes with expectations that the agent will respond just as quickly, and when they don’t, there are disappointments and fears that the property may be sold or rented to others. To avoid this, home seekers are advised to take the following steps:
- Use only one platform initially to contact the agent, email or WhatsApp for example. You should receive acknowledgement of your message within 24 hours.
- Beyond the 24-hour window, first send a second message or try to call the agent. If you still are unable to reach the agent, contact the agency and explain the agent is unresponsive. The agency will either appoint a new agent or ensure the original agent contacts you.
- Once you have established who your agent contact is, discuss your communication expectations, clearly indicating how often you expect updates and your preferred method of contact.
Wakefield points out that people dislike uncertainty, which is why when a ghosting situation is in play, "there is usually a story behind it. If a customer really doesn’t like an agent, or a property is not for them, it is far better to tell the agent why that is so that corrective measures can be taken or alternatives can be introduced.”
