Peter Knight – who recently called time on The Sunday Times Estate and Lettings Agency of the Year Awards – has teamed up with Rightmove for his next project: a survey of the entire estate agency industry, with an aim to recognise the best performing high street and online agencies.
It’s being billed as “the biggest ever study of the British estate agency industry”, and plans to involve 30,000 high street branches – plus “all the online and hybrid firms”. Alongside mining of Rightmove data, their’ll be “an enormous amount of mystery shopping” over the next six months or so.
A shortlist of the “best performing agents” is due be published within the next few months, from which the top 10% of branches will be announced and honoured at an event (which sound a lot like an Estate Agency Awards) on 22nd September in London.
A launch event to introduce the new survey and event is teed up for 28th March.
Peter Knight: “We could have continued to make incremental improvements to our established awards format, but we feel it is time for an ambitious step-change towards something totally new and far more inclusive.
“We have decided to undertake the first ever, independent appraisal of all estate agents. We will identify and shine a light on the very best and provide them with opportunities to stand out from the crowd. The search is already underway, with every estate and letting agency branch included.
“We are putting the customer experience at the heart of our criteria and are in the process of analysing hundreds of thousands of data points and conducting mystery shops involving tens of thousands of telephone and email enquiries.
“We are very excited to be working closely with Rightmove on this initiative as our primary data source. Additionally they bring their market leading insight of the industry trends, issues and opportunities.”
Rightmove’s head of marketing Iain Kennedy: “We’re excited to be partnering with the Property Academy and offering our market-leading tools and data to help with their ambitious new study that will recognise excellence in the industry.
“The appraisal will make use of Rightmove data from 25 million interactions with agents and consumers, as well as reviewing the performance of over 4 million individual property listings.”