Is 24/7 Online Property Tracking Really Good Customer Service?

There’s no doubt that advances in technology have helped estate agents become more effective at communicating and providing a better service for their clients. One such advancement is the introduction of "online property portals," allowing sellers to log in and track the progress of their property sale at any time of the day or night. On the face of it, this sounds like an excellent step forward—offering sellers transparency and control throughout their journey. But is this truly great customer service? Or could it lead to more anxiety than reassurance?

Speaking with a seller recently, I became very aware of how stressful her journey was becoming, despite the convenience this technology was supposed to provide. She had access to an online portal where she could monitor all aspects of the marketing and performance of her property. Yet, instead of empowering her, it was causing her stress. She found herself constantly logging in, analysing figures, and overthinking every fluctuation in the data.

This is brilliant when the results are positive, but what happens when they’re not? It’s a bit like being on a diet and constantly watching the scales. It’s great when things are going well, but when they’re not, it can be disheartening. Without the right context, the risk is that clients are left feeling lost, anxious, and unsure of what’s really going on.

Technology can’t replace the human element in estate agency. Selling a property isn’t just a numbers game—it’s an emotional journey too. While having access to data is useful, it’s the role of the agent to provide the context, insights, and guidance needed to navigate that journey smoothly.

At Home Sales and Lettings, we understand the importance of combining technology with a human touch. That’s why we don’t simply rely on portals to communicate with our clients. Every week, we send our clients a Review and Preview report. This report doesn’t just show them the stats; it explains what those figures mean and outlines the actions we’ll be taking next (the “preview”). This way, our clients know exactly what’s happening, why, and what we’re doing to move things forward. It’s one of the most effective communication tools we have in ensuring a smooth and transparent journey for our clients.

So, while 24/7 access to your property’s performance may seem like good service, without proper explanation and guidance, it can sometimes do more harm than good. If your estate agent is only sending you your Rightmove report and leaving you feeling confused or frustrated, it’s time to speak to a real person.

At the end of the day, technology is a fantastic tool, but the human touch is what truly makes the difference.