How to track real estate Net Promoter Score for maximum impact

9 minutes read

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Net Promoter Score, or NPS, is an important metric used by many firms to determine how many of their customers would recommend their product or services to others. In real estate, a business based around relationships and cemented by loyalty between partners, it is an incredibly important metric, yet one that perhaps too few firms actively track. In this article, we’ll share some tips and strategies for how to operationalize NPS at your property firm. 

Overview OF NPS

Originally developed by Fred Reichheld, a Bain & Company consultant and expert in loyalty, NPS quantitatively measures the number of net promoters a firm has - in other words, promoters minus detractors. By providing this figure, NPS aims to give managers an empirical sense of how well their business is satisfying their customers, with the complete package of product, experience, and support taken into consideration. 

NPS can be measured by asking just one simple question: any variation of “How likely is it that you would recommend our product?” It could be about an event, a physical product, an experience, or even the support process after a user submits a service ticket. The NPS figure itself is arrived at by sharing such a survey with a 10-point scale. According to NPS, promoters will rate a 9 or 10, passive respondents a 7 or 8, and detractors a 6 or lower. To arrive at NPS, the surveyor simply subtracts the percentage of detractors from the percentage of promoters. 

While NPS is often most useful when used to compare different products or experiences for the same company side by side, anything above 50 is excellent. But NPS numbers get more valuable the more times you collect them. Knowing that event A was a 58 but event B was a 42 could result in useful insights, especially when additional survey questions drill down into the “why” of it all. 

“As a large segment of buildings today are valued based on the occupiers lifetime value, rather than the brick and mortar, it’s crucial for building owners to have a full understanding of the intention of occupiers to stay and renew their leases. That loyalty to your brand will be a deciding factor of your business’ overall success in the short-and long term,” says Anna Gäfvert Veloso, Head of Community Management at Spaceflow.

For real estate companies, there are many ways to use NPS to add value across the entire tenant life cycle. For instance, asking tenants whether they would recommend your space longitudinally (immediately after leasing, during their tenancy, and during the renewal or even move out process) could reveal useful insights into what in your property business is working and what isn’t. Alternatively, the maintenance process provides a great opportunity to collect NPS data, after ticket resolution. 

Measuring NPS

Time for our shameless plug: Spaceflow’s  functionality supports the occupier satisfaction measurement and management embodied by NPS, with features like:


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On top of that, Spaceflow’s messages function makes it easy to follow up with users on why they gave the score they did, after they take your NPS survey. Developing feedback loops is important for real estate companies that want to keep their occupiers satisfied, and Spaceflow’s NPS-tracking tools make it easy to do so. 

Strategic implications OF NPS

In the hybrid age, NPS is also useful as a tool to help ensure that both remote-first and in-person first employees are satisfied with your space. You don’t want to neglect either group, and tracking the NPS of each across various interactions could be a very useful way to see whether the needs of all of your occupiers are being met at a glance. 

At the end of the day, NPS data is only as good as the actions you choose to take with it. Are you also collecting information on why your users gave the rankings they did, or do you only have a general sense of “yes, this works,” or “they don’t seem to like this?” Beyond that, are you actually acting to inform change based on the insights you are collecting, or is all of this useful information withering on the vine? 

NPS is also not a substitute for other types of user research. If you really want to wow your occupiers, you should be engaging in a structured and well-planned campaign of surveys, NPS collection, interviews, and even focus groups to ensure that everyone’s needs are met at all times. NPS is a useful tool, not an entire research campaign in and of itself. Don’t underestimate its value, but don’t overestimate its utility, either.

A great NPS score can be a point of pride and a marketing tool in and of itself. Offerpad, the iBuyer, shared an article in 2019 proudly proclaiming their NPS of 72. If you choose to use this strategy, you may need to do what Offerpad also did, and actually explain what NPS means in your celebratory article. While marketing people generally know what NPS is, don’t assume that your audience has the definition in the back of their mind. 

So here you have just a few tips to help you start collecting NPS scores for your occupiers. If you’d like to know more about NPS, occupier satisfaction or opt in for some of the programs we deliver under community management, please get in touch with our community management team on

03. March 2022
9 minutes read


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