Are agent websites eroding the dominance of portals?

Data analyst Dataloft reports increasing trend towards agent sites among potential buyers and vendors.

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Estate agent websites are becoming more important as an increasing number of potential buyers use them, according to a data analysts firm.

Nearly a fifth of purchasers reported using agents sites more than previously, in a trend which Dataloft says could signal the start of a move away from the search-dominating portals such as Zoopla, Rightmove and OnTheMarket.

Dataloft said 18% of prospective buyers described using agent sites more often following analysis of the Property Academy Home Moving Trends Survey 2021.

The research by Dataloft also showed that half of vendors looked at an agent’s website before instructing them.

Rory Black, director, Dataloft

Dataloft Director Rory Black told The Negotiator: “Ensuring that websites are up to date, with relevant content, is increasingly important.”

Local insight

To help agents cater for more website visitors, Dataloft has launched a range of automated local market insight ‘Smart Pages’ on its Dataloft Inform platform. The new SEO and mobile-friendly resource gives visitors a detailed overview of local sales, lettings, new homes and prime markets.

Two of Dataloft’s users said they found the new resources offered on the Smart Pages very useful.

Paul Buamah from Wright Residential said: “We have got one of the new Dataloft Inform Smart Pages set up on our website now, and it is working very well. We are now adding links to our blogs which take readers straight to the Smart Page, and it is helping us to generate more interest and leads”.

Elliott Hooper-Nash of Jeffrey Ross said: “Dataloft Inform Smart Pages allow us to educate the market we work in whilst at the same time justify and explain premiums that can be achieved. They also allow us to highlight where others may over-inflate an asking price to win the business.”


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