Estate agents are being encouraged to ask clients for Google reviews at five distinct points during a property transaction, rather than waiting until completion, according to advice from the Ethical Agent Network (EAN). The network's 36 member agencies have collectively received more than 12,000 Google reviews, with an average rating of 4.79 out of five.
Five opportunities to request feedback
EAN co-owners Nick Cheshire and Dan Kirby argue that many agents miss chances to collect reviews by leaving requests until the end of a deal. Cheshire said: “People check a sandwich bar’s Google reviews before spending a fiver on lunch, so why wouldn’t they apply the same thought process when choosing someone to sell or let their property? Many agents do excellent work but leave asking for feedback until completion, when everyone has plenty of other things on their mind.”
The network recommends five specific moments when agents can request feedback: on instruction, when an offer is accepted, at exchange of contracts, on completion, and a week after moving. Cheshire stressed that agents should not repeatedly chase the same customer. “These are opportunities to ask, rather than a suggestion to chase the same person five times,” he said. “Write the process down, set reminders and agree who takes responsibility. Make it as easy as possible for the reviewer by texting a direct review link or using a QR code or tap-to-review card. You’re asking someone to give up their time, so keep the effort involved to a minimum.”
Reviews as a tool for improvement
The network also suggests seeking feedback from people who have received valuations or property advice, even if they do not proceed with a transaction. EAN requires agencies applying for membership to have a Google rating of at least 4.3, based on a minimum of 50 reviews.
Kirby believes agents should look beyond their average rating and use customer feedback to identify areas for improvement. “Reaching 12,000 reviews is worth celebrating because those are all individual experiences people have taken the time to share. For agents, the value goes beyond the score. Reviews tell you what customers appreciate, where things need attention and whether the service you promise is the one people receive.”
The figures are based on EAN’s member agencies rather than a representative sample of the wider estate agency industry.
