Analysis of online lead generation has revealed in stark detail the reason why so many agents are tempted to break the rules and ‘portal juggle’ in order to keep their properties high up the results pages.
The Zoopla research found that the first hour of a listing generates the most leads and is therefore the most crucial before other properties push it down the results list.
Portal juggling first came to light two years ago when leading City analyst Jefferies published a report that named many leading online and traditional agents as regular jugglers.
Zoopla’s research shows that for sales listings 11% of all leads arrive within the first day while it’s 12% for rental properties.
When the portal examined the first week of a listing, it found that for sales properties 34% of that week’s leads came during the first day, 17% during day two and 14% on day three.
A similar pattern of fast-tapering leads generation exists for rental properties, Zoopla says, and that 41% of all leads are generated within the first week for this category of property.
“Our analysis proves that listings generate a significantly higher number of leads immediately after launching to market so there is very little time to ‘test’ a marketing approach, try out a higher price or wait for better images,” says Zoopla’s Managing Director Charlie Bryant (left).
“From the very first second, agents must ensure that they are marketing the best information to the widest possible audience in order to generate quality leads. In the current market, sellers and landlords cannot afford to miss the boat.”