Poor service plagues Gulf real estate firms

The FutureBrand study confirms what customers have known all along. Service in the Gulf is poor.

Poor customer service is tarnishing the brands of property developers in the Gulf, according to the findings of the third annual Gulf Real Estate Study.

The research, conducted by marketing strategist FutureBrand, found that the region's leading developers are failing to pay attention to simple details like answering the phone professionally and providing marketing material to prospective customers.

The qualitative study involved mystery shoppers making contact with dozens of the Gulf's best-known real estate companies. These companies were judged in four ways: on the quality of their service on the phone and in their sales centres; and on the quality of their salespeople and marketing collateral.

On average, the developers were collectively graded with a D for phone service, a B+ for sales centres, a C for sales people and a C- for marketing collateral.

Mystery shoppers were given a business card at only 28% of sales meetings; they were provided with a full set of marketing collateral at only 12 percent.

Only 4% of developers surveyed received a pass grade in all four criteria.
The report concluded that: "A little consideration would go a long way. Most developers in the region are providing a customer experience that does little more than tarnish their brands."

But if professional customer service is a prerequisite to a successful business, it is not yet showing in the figures of these real estate companies.

Quoting reports from local media during the past 12 months, the report lists 14 notable achievements; among them:

The value of all GCC real estate projects announced in the last year has increased 59 percent to $143 billion.

The value of mortgages in Dubai rose by 170 percent to $11 billion.

Bahrain has recorded 27.4 percent growth in its real estate sector this year, while Qatar and Oman have grown by 10 percent in residential sales.

Real estate is now the fastest growing sector in Saudi Arabia with more than $260 billion in investments announced in the past year.

And even the most expensive city in the GCC, Dubai, remains good value compared to other prestige destinations. A high specification condo next to Dubai International Marine Club costs $663 per square foot, compared to $1,398 in New York and as much as $8,427 for One Hyde Park, one of London's most prestigious developments.

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READERS' COMMENTS

Bad Customer service is plaguing Dubai
Posted by AD, singapore, Singapore on Thursday 18 October 2007 at 03:00 UAE time

It is not just the property sector- customer service is simply not present in Dubai. The relevant staff are devoid of any qualifications or elementary training, be it tourism, entertainment, property, dining etc. Dubai needs to focus on its software as much as it has on its hardware if it is to be seriously placed on the map as a commercial hub.

Customer "service" should rather be called "order taking"
Posted by Paul Bol Raap, Dubai, UAE on Wednesday 17 October 2007 at 13:00 UAE time


It's a common factor that in retail and real estate sale staff rather "takes orders" than providing service or even "need" to sell. It would be nice to see if the competition will become larger and the so-called sales persons need to start hard selling.  
This is what we come across every day during our activities. 
Paul Bol Raap MD, International Hospitality Check - Mystery Customer Research.

Customer service
Posted by Hafiz, Dubai, UAE on Tuesday 16 October 2007 at 19:00 UAE time

Customer service not just in the real estate business but in all businesses is non-existent. Everyone is nice and courteous before selling the product. Once the money exchanges hands you can say goodbye.

Manners are the courtesies of Kings
Posted by T Crowe Semler, Riyadh, Saudi Arabia on Tuesday 16 October 2007 at 07:00 UAE time

Good communication skills are critical for good customer relations. The best golden rule to remember is "do unto others as you would have them do unto you" Treat people as you would like to be treated. Follow through and completion with commitments to your customer...Do not forget them just because they have purchased your product. Customer "word of mouth" - how people talk about your company and staff - will make or break you. I always remember what my grandfather taught me "Manners are the courtesies of Kings...give them freely" Eid Mubarak...

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