Home » News » Marketing » Report lifts lid on which portals deliver the most leads

Report lifts lid on which portals deliver the most leads

Much debated among estate agents, Callwell's analysis of 500,000 inbound leads may not go down well in some portal board rooms.

Nigel Lewis

property portal leads

Rightmove generates 60% of all estate agency property portal sales leads, a new report has claimed, with Zoopla generating 32% and the rest coming from OTM.

The data is from lead generation service Callwell within its report for the first quarter of 2021, gleaned from some 500,000 inbound leads from the portals handled by its platform and chased up by the agents involved via phone calls.

“Rightmove continues to consistently outperform Zoopla but further analysis of actual outcomes from each of the property portals will help to show the true value of each lead,” say the report.

It also shows that leads from property portal suppliers ramped up during March after sagging during January and February – not surprising as the market picked up dramatically during March.

But when Callwell looked at the total number of leads received by agents from all online sources, although leads from agents’ own websites generated around a third, this has remained relatively static during the first three months of the year.

Lead purpose

The data also shows that 55% of leads come from buyers, 47% from those wishing to book viewings and 7% requesting a valuation.

“This report does not analyse inbound telephone leads; we focus purely on templated internet leads,” the company says.

“We estimate this accounts for at least 65% of all leads an agent will receive.

“We have not analysed the lead from every agent or branch who use Callwell; our data extract is taken from what we consider to be the branches and agents that are typical of the vast majority of the UK property market.”

Read the report in full.

April 14, 2021

What's your opinion?

Please note: This is a site for professional discussion. Comments will carry your full name and company.

This site uses Akismet to reduce spam. Learn how your comment data is processed.