BLOG: Data ‘cornerstone’ of property marketing now, says tech senior

Richard Combellack says there’ a transformation in the way that properties are being marketed with data emerging as the cornerstone of success.

richard combellack

One of the only constants within the property sector is change. In the ever-evolving world of sales and lettings, where market dynamics shift on the back of a penny, staying ahead requires more than just traditional methods.

While property marketing in the past was more art than science, in today’s market there is a transformation in the way that properties are marketed, with data analytics emerging as the cornerstone of success.


Data-driven insights are not just a buzzword; they are a game-changer for estate agents across the UK. The property sector is among the most competitive industries, so having data that can provide an edge and set an agent apart from their competitors and glean insights is crucial.

From identifying trends to understanding buyer preferences and pricing properties competitively, harnessing the power of data analytics is essential for driving effective marketing strategies.

Data plays a crucial role in shaping the success of agents. By leveraging advanced analytics tools and market insights, agents can gain a competitive edge, optimising their marketing efforts, and maximising their ROI.


The best agents are those that understand all the factors impacting the market and how this influences vendor and buyer behaviour.

What was true a few months back, may not be in the today’s market, so it is important have access to data that provides an accurate picture of the current market, which will help agents to make informed decisions and provide expert advice.

One of the primary benefits of data analytics in property marketing is the ability to identify trends accurately. By analysing vast amounts of data, including sales figures, demographic information, and market indicators, estate agents can pinpoint emerging trends in specific areas, enabling them to tailor their marketing strategies accordingly.


A prime example would be a platform such Fee Street that analyses property data and identify streets and locations with the highest propensity to move, pinpointing areas with the most frequent property sales and the highest fee potential.

This information allows agents to focus their marketing efforts and target locations that could result in the most income for the business.

Understanding buyer preferences is another area where data analytics shines. By analysing consumer behaviour and preferences, agents can create targeted marketing campaigns that resonate with their target audience, ultimately driving higher engagement and conversion rates.


Data makes it possible to personalise marketing campaigns and create pinpoint customer segments that offer customers the right service at the right time.

Data around behavioural activity and preferences is effective when advertising on social media platforms and can be used to identify and engage with segments of the market that are particularly interested in the types of properties and services your business offers. Leveraging a tool such as Facebook’s ‘lookalike audiences’ feature can then significantly amplify your reach, connecting you with users similar to your target clientele.

Moreover, pricing properties competitively is essential in today’s competitive market. Data analytics empowers estate agents to accurately assess the value of properties based on various factors, including location, amenities, and market demand, ensuring that properties are priced appropriately to attract buyers while maximising profitability for sellers.


Incorporating data-driven insights into property marketing not only enhances the efficiency and effectiveness of marketing efforts but also improves the overall customer experience.

By delivering personalised experiences tailored to the unique preferences of each client, estate agents can build stronger relationships and foster trust, leading to increased client satisfaction and loyalty.

Consistently utilising data analytics strategically will lead the business toward accelerated growth.


Advanced data analytics tools furnish agents with practical insights, enabling them to outperform competitors and fulfil business objectives effectively.

Market-oriented strategies and focused marketing efforts should result in quicker sales, enhanced customer contentment, and increased revenue.

Business across various sectors have become increasing more reliant on data, with many industries reaching a critical juncture where adapting to modern practices is imperative for survival – this includes the property sector.

Richard Combellack (main picture) is Chief Commercial Officer at

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