An agent which advertised its years of experience but which was incorporated only last year, has been told not to repeat the claim.
Redman Casey Estate Agents, of Bolton, were reported to the Advertising Standards Authority after saying they had “50 years estate agency experience”.
The firm also said it had built up relationships with solicitors “over many years”.
The ASA accepted that the claims were based on the number of years of experience that staff had.
However, the ASA said the claims implied that the business had been trading in its current form for some years. It banned the claim.
The ASA also upheld another complaint against Redman Casey, that “97% of our buyers and sellers would recommend us”.
The firm submitted to the ASA a large number of customer testimonials, plus the results of a customer survey.
However, the ASA said the customer survey – which showed 97% of customers would recommend the agent – was carried out in June, after it received the complaint.
The claim had first appeared on Redman Casey’s website in January, but the ASA said “a large number” of the testimonials were provided between January and July.
The ASA also queried the agent’s 97% figure, saying it had not demonstrated how it had obtained this, and that the survey had drawn a response rate of 27 sellers and nine purchasers.
The ASA also banned this claim.
The Redman Casey website, checked yesterday afternoon, makes no claims about the firm having 50 years of experience in estate agency.
Instead, it seems to have beefed up its message perfectly legitimately, saying: “The team draws on over 75 years experience in estate agency.”
It goes on to say that its team has worked at every level, from sales negotiators to senior valuer, branch managers and director “of a large north-west chain of estate agents”.
Agency firms mentioned on the Linked In profiles of directors Janet Casey and David Redman include Whitegates, Farrell Heyworth and Your Move.
Comments (3)
Just had an email advert through re the NAEA claiming “Members see increased customer footfall” I would like to see them prove that. A case for ASA?
Isn’t it strange just how fickle the ASA can be, they will allow out of the area negotiators to describe themselves as local to great swathes of the countryside and every town, city and village in it (local is apparently a subjective thing) yet an audit-able and quantifiable thing such as years experience isn’t.
Without consistency ASA lack credibility.
My experience with the ASA is down to who they like more and who summits more evidence (does not matter if relevant or not) and who shouts loudest.