Secret Shopping: 47% of Online Property Inquiries Are Ignored — Mike DelPrete – Real Estate Tech Strategist

This report presents the results of 100 secret shops in real estate, a strategy used to evaluate a business’s services, products, and real customer experience.

Why it matters: The results highlight significant areas of opportunity for brokerages and agents in the fundamentals of customer service.

The research: We conducted over 100 secret shops across the U.S., managed by a team of experts who used a standardized method conducted in a professional, repeatable manner to evaluate each brokerage.

• Online inquiries: we inquired about specific, median-priced properties on individual brokerage websites (not Zillow), primarily through online forms or similar calls to action.
   

• Open houses: our secret shoppers walked into local, median-priced open houses across the nation and collected specific data points about their experience.