Shocking! The real estate brands that customers would recommend – or not

YouGov data analysed by the boutique marketing consultancy, unchained.marketing, and involving over 21,000 respondents, has revealed the net recommendation scores for 30 national real estate brands,

It provides a unique insight into customer satisfaction in the industry as of July 2023.

The extensive data set, which impressively averages 700 respondents per brand, offers robust insights into customer sentiment.

It creates a Net Recommendation Score (NRS), a proxy for Net Promoter Score (NPS), by calculating the percentage of respondents who would recommend a specific brand minus those who wouldn’t.

Leading the pack, Fine & Country has a net recommendation score of 76%, a strong indicator of customer satisfaction and loyalty.

Top performers like Strutt & Parker, eXp, Your Move, Knight Frank, and Hamptons also stand out, each scoring at or above 60%.

Two brands, eXp and Keller Williams, although greyed out due to insufficient sample size, exhibit promising scores of 64% and 59%, respectively, reflecting positive customer sentiment.

However, the findings are not all rosy. We Buy Any Home lags with a -30% score, highlighting significant customer dissatisfaction. Leaders, Foxtons, and Emoov struggle with a mere 1%, suggesting a need for considerable improvement.

Easyproperty has a lamentable 7% score while Purplebricks, Strike and Yopa are at 30%, 30%, and 32% respectively – just behind Connells at 34%

unchained.marketing’s founder Simon Leadbetter said:

“The independent data’s results emphasise the importance of maintaining high-quality service to foster positive brand perception and customer recommendations, with a diverse range of scores reflecting varying customer experiences across the real estate sector.

“Critically, unlike other feedback platforms, these customer results cannot be influenced or gamed by directing the happiest customers to the feedback platforms while not encouraging the dissatisfied.”

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23 Comments

  1. John Murray

    Great to see eXp being mentioned as one of the country’s top recommended estate agencies. Not bad for just 4 years in the UK and highlights the benefit of working with a “personal’ estate agent. 2nd overall. 1st of those agencies selling non-prestige homes. Highlights location such as the High Street has no bearing on customer service delivery. Kind of de-bunks the commentators who say we focus more on recruiting other agents. Just shows we can walk and chew gum at the same time. …all from our bedrooms. Cue comments!

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    1. MikeyEn

      I like gum

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    2. Diogenes

      odd they couldn’t find enough customers for a valid sample size….

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    3. jan-byers

      My local XP agent has 3 properties listed

      A guy where who berated me for mentioning that also had 3 listed

      All agents say they offer a personal service – they have been saying that since the dawn of time

      All these surveys are meaningless

       

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      1. Kirsty Hodgson

        I am powered by exp.

        I have 80 properties.

        I have 118 x 5 star google reviews.

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    4. Moorb

      As the original poster mentions “not bad for four years in the UK”. It clearly demonstrates what an excellent second job/hobby it can be, to pay for maybe a summer holiday or similar.

      That is, assuming he completes on the four under offer and two currently on the market that he has. (Naturally after paying a proportion of the fee to EXP)

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      1. Kirsty Hodgson

        Wish people would only post when they know the facts.  Anyone can run their business to what works for their life style.  Some people want to be able to spend time on the golf course, or work around there children etc.  Which is why the model is so flexible for all different work life balances.

        Personally eXp have made a (North east based) hard working mum change Mum’s life change from earning 23k p.a previously now having a business profits of around 150k plus p.a.  I have staff, I work hard and long hours.  But I do things my way and currently only pay exp 125pm fee and £100 per completion.  Not bad I would say!!!  Pays for more than a holiday……. 🙂

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      2. John Murray

        Sorry for the tardy response – been on a mid-week break with SWMBO and for some reason, my mobile would not allow me to reply to specific comments – back now! I am unsure as to what type of holidays you are used to, but in my almost 3-years with eXp, I have GCI of £197,000, average completion fee of £3739, capped last year, one transaction off capping this year. I only want 2 or 3 homes on the market at any one time and when sold, move on to the next. I play golf at Leeds Castle, Kent 3 times a week, just 9 holes, work in the afternoon, and just had a lovely mid-week break with Mrs M in the wonderful town of Rye, East Sussex. For completeness, have a look at the Sold property tab on my microsite, not just the For Sale ones. Enjoy sitting in your office on this lovely day – personally, just poured a glass of Blue Nun and off to sit in the garden! PS – there are those who work a lot harder than me (such as Kirsty Hodgson) and they make more than any high street office and when they cap at £80,000 GCI, they only pay £250, then £100 per transaction for their exchanges to eXp – they keep the rest. 2 months ago the 400 eXp agents listed 1,000 properties in one month – perhaps do your research before making silly little comments and you may actually realise that with blinkers off, what is really happening in the property market. We drive our businesses bases upon referrals and recommendations, 5-Star google reviews (not paid-for sites) and the majority of those in the middle and below on the list survey above have to keep winning 1-time business because the service they provide is so poor. Have a lovely, grinding day!

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    5. Otro

      Interesting that the owner of the marketing company who put forward this piece was previously high up in the F&C group, and also worked with KW, Knight Frank and Countrywide. I think it probably important for Eye to highlight potential bias and pay to play stats.

      I would take the whole survey with a pinch of salt.

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      1. Simon Leadbetter

        I want to draw your attention to a statement made in the original press release, which I believe will clarify the matter: “The founder of unchained.marketing, who analysed the data, has worked with three top-five brands. There was no attempt to hide this fact on our part.” I hope this information will aid in resolving any misunderstandings.

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  2. MrManyUnits

    Odd I knew three founders of these firms and of those two names were dreamt up in a Pub, a virtual pint to anyone who guesses one.

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  3. londonconveyancer

    By and large I agree with this! Some of the best experiences I’ve had have been with Fine and Country, Strutt and Parker. Hands down the worst and most recurrently problematic have been Foxtons…!

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    1. jan-byers

      I have dealt very happily with strutt and fc

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  4. Isa B Agent

    For once, I agree with Jan.

    When car-booter agents are scored in such a random way that even EMoov makes an appearance, this survey and analysis is obviously garbage.

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    1. Simon Leadbetter

      YouGov is a reputable and impartial research agency that follows a mandatory code of conduct or faces severe sanctions by its industry body. They checked this article against their highly rigorous criteria. YouGov’s methodology for choosing brands involves a scientific approach considering various factors beyond market share. This ensures the integrity and reliability of their research findings.

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  5. CBAXTER30

    So Yougov analyses data from  a marketing company survey where the marketing company’s own clients include a number of those brands showing in the higher levels of recommendation including Fine and Country. The eye has an incredibly low bar of checking for any new story content against facts and especially conflict of interest. I suspect this survey is completely made up. I wonder who supplied it and for what aim?

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    1. Simon Leadbetter

      Thank you for sharing your thoughts on the recent YouGov data. I understand your concerns, but I want to clarify a few points.

      YouGov is a reputable and impartial research agency that follows a mandatory code of conduct or faces severe sanctions by its industry body. They checked this article against their highly rigorous criteria. YouGov’s methodology for choosing brands involves a scientific approach considering various factors beyond market share. This ensures the integrity and reliability of their research findings.

      Regarding the specific brands and their rankings, YouGov’s approach is grounded in data analysis and independent research, and it doesn’t favour its clients or any particular brands. Additionally, it’s worth mentioning that respondents can only recommend a company if they demonstrate that they have already been a customer of that brand in the last 12 months. This process ensures that the recommendations are rooted in genuine consumer experiences, further validating the authenticity of the survey.

      That I worked for three of the top five was a conscious decision as I have had access to YouGiv data for some years. I used to provide this data to my clients; now, I share it with my industry colleagues.

      I recognise that discussions like these can sometimes become impassioned, but I want to caution against making libellous statements against major companies or individuals, including myself. It’s always good to question and critically assess information, but let’s do so respectfully and acknowledge established research methods and principles.

      If you have further concerns, please contact YouGov directly, as they can provide a detailed explanation of their methodology. This dialogue is essential and helps maintain the transparency and integrity of market research.

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      1. John Murray

        I had hoped you would raise a counter-argument to some of those who deem it necessary to talk down the results of such surveys etc. It seems that more and more, to counter-act such information provided, people then go on to denigrate the poster, the information provided, and/or those that support it, and I really do believe no-one should be allowed to comment unless their true identities are known and they can be held to account. 

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  6. Robert_May

    “It provides a unique insight into customer satisfaction in the industry as of July 2023” no it doesn’t. That’s what someone reckons and that reckoning got regurgitated without challenge because it was in the press release

     

    Reports like this show a lack of understanding of the industry and how property is sold or let, this is  about brand awareness rather estate agency,

     

    Ask 21,000 people which fast food chains they’ve heard of and you’ll; get a list with Burger King, McDonalds, KFC.  Asking them  which restaurant they use every  7 + years for a special occasion and you’ll get a different report.

     

    There are over 3000 #locals Nests where property is Sold or Let, each of those Nests have  a set of #local agents who will never ever feature in a report like this but they’re the agents doing 90% of  the business

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    1. Simon Leadbetter

      I appreciate your engagement and feedback and understand that differing opinions often arise in our field. Given my professional experience as Group Marketing of Countrywide, Global Head of Marketing and Partner of Knight Frank, CMO of Keller Williams, and Global CEO of F&C (So 20,000 estate agents, 2,000 branches, 70 countries, and over 80 brands), I am well-positioned to contribute to this discussion. If there are any particular aspects of the industry you’d like me to elaborate on or clarify, please don’t hesitate to ask. I’m open to constructive dialogue and would be happy to address any questions or concerns you may have.

      Regarding the research involving “21,000 people”, there may have been some confusion. As mentioned, respondents could only recommend a company if they can confirm they have been a brand’s customer in the last 12 months. This methodology ensures the recommendations are anchored in authentic customer experiences, enhancing the survey’s credibility. Please feel free to ask if you have any further inquiries about the process or the results.

      And for what it is worth, there is a 92% correlation between brand awareness and estate agency market share nationally and locally, so brand awareness is critical to estate agencies. Secondly, this is not brand awareness; it is recommendations. I am happy to share the brand awareness figures if you want them.

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      1. Robert_May

        Rather than rely on someone else’s research I build systems that identify truth and fact as best as they can be observed

        My Nest analysis is able to identify each unique #local patch, who lists what, who sells what.

        If you compare Fine and Country in North Devon with Webbers Braunton, Webbers Braunton will list more and sell more  than the combined total of all the agents listed in that report, but don’t feature in this report so I stand by my point  your report does not provide a unique insight  into customer satisfaction in the industry it shows something  a bit London centred with no representation at all of #local branch independent agency, those who list and sell the majority of homes and those who are respected and recommended at a #local level.

         

         

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  7. John Murray

    I wonder if any of those commenting negatively, citing bias of the survey’s author, work for companies not faring well in the results? With regards to bias, perhaps add in the comment which company you work for, so your comment may also be taken “with a pinch of salt”. Better still, post under your real names, rather than be key board warriors behind silly pseudo names. Transparency would be good and more relevant then.

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    1. Robert_May

      I post under my real name and have objective fact.

       

      I built the system that when one agent was claiming to list 3000 properties a month  only listed 2379- over 600 were  doppelganger duplications or portaljuggled re-listings.

      I built the system that showed how one agent  who was claiming to sell everything in 3 months for 99% of listing price was taking  down their entire stock and relisting  with a new reference number  and how they were adjusting the asking price the day before marking properties sstc

      I can report to group, brand, branch  or nest level and have no influence or motivation for doing so other than these are the facts

       

      This  report is not fair report showing which brands consumers would recommend because it does not come close to considering the 9000 #local brands that  list and sell about 80% of  everything that comes to the market

       

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