New research from the PH Media Group has found that only 28 percent of American consumers are satisfied with the way real estate businesses handle their phone calls. The study also found that the standards for phone manner for the real estate business are below the American average of 32 percent.

“Poor call handling is a frustrating experience for the American consumer, and can be the difference between attracting new business and putting potential clients off permanently,” said Mark Williamson, sales and marketing director of PH Media Group. “Companies that provide a top-class call handling experience can distinguish themselves from the competition. But the research results suggest real estate firms still have a lot of work to do in this respect.”

Location Affects Satisfaction

In terms of location, the study found that 31 percent of people in the South are happy with their telephone experience, which is the highest in the country. People in the Midwest follow closely behind at 30 percent, the Northeast is next at 26 percent and the West was the least happy with 25 percent, according to the study.

“Regardless of demographic breakdowns, the statistics demonstrate a gap between current perceptions and desired standards across the board,” Williamson said. “There is perhaps a tendency among companies to focus their attention and budgets on visual marketing and Internet presence, but the telephone remains a crucial aspect of branding, marketing and sales.”

So while real estate websites and marketing materials should be top notch, agents should not skimp on the basic tenets of communication, as a result of those efforts.