Research by a leading digital marketing agency has revealed the high street estate agency winners and losers in the battle to corner the market for Google searches.
The report is from MediaVision, which works for several big names in the industry including Rightmove, Douglas & Gordon, Bidwells, Lambert Smith Hampton and Kay & Co.
“As a digital agency, we often get asked about key metrics to measure the effectiveness of a client’s broader marketing strategy, and we feel that brand demand is the best metric available,” says its CEO Louis Venter (below).
“Put simply, brand demand is the volume of people that Google your brand on a monthly basis.”
His company’s report shows that Savills remains the most searched property estate agent in the UK at 74,000 searches followed by Knight Frank, Foxtons, Hamptons, haart, Winkworth, KFH, Carter Jonas and Century 21.
But some well-known names have also waned significantly in popularity online including John D Wood (21% down on 2018), Strutt & Parker (-21%), Marsh & Parsons (-12%), Currell (-21%), MyLondonHome (-38%), Harrods Estates (-24%), Haus Properties (-24%), Hotblack Desiato (-49%) and Goldschmidt Howland (-24%).
Small and medium-size estate agents who don’t appear on the list shouldn’t worry unduly; the large corporate players and their huge budgets play a considerable role in driving Google searches.
“Due to the ongoing uncertainty caused by Brexit, we’re still seeing demand for property brands drop, but not at the same pace as 2018,” says Venter.
“This hints towards resilience in the market. We are also seeing pockets of key winners as we did last year, with online brands and portals doing particularly well comparatively.”
Read more about Google.
Download the MediaVision Report for free.