Editor's note: This brief was summarised by The Property AI Newsroom from a report by Property Industry Eye. Read the original article for full details.
Estate Agency Jargon May Hinder Communication With Homeowners
A recent report by Property Industry Eye discusses how estate agents' use of industry-specific language can create confusion for homeowners. The article highlights that terms commonly used within the property sector may not be easily understood by those outside the industry.
The report describes how estate agents often use phrases such as “chains,” “fall-throughs,” “memorandums of sale,” and “proactive sales progression” in both client conversations and marketing materials. While these terms are familiar to property professionals, the article notes that many homeowners may not have moved in over a decade and may not recall the details of the moving process.
The article suggests that this communication gap can leave homeowners feeling confused, even if the advice provided by agents is accurate. It draws a comparison to other professions, such as law or medicine, where excessive use of technical jargon can also leave clients feeling lost.
The report also points out that estate agency marketing often uses phrases like “maximum portal exposure” and “extensive applicant database,” which may not address the actual concerns of homeowners. According to the article, homeowners are more likely to be focused on achieving the price they need, finding a new property, and managing the stress of the moving process.
The article recommends that agents consider rephrasing their communications to address homeowners’ real concerns in plain language. It also mentions the use of AI tools to analyse the questions and concerns homeowners are expressing online, which could help agents better understand and address client needs.
Source: Property Industry Eye