A Guide to the Best Estate Agent Guide 2022 - How it's created and why it matters to your agency
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A Guide to the Best Estate Agent Guide 2022 How it’s created and why it matters to your agency
Receiving our gold award was Welcome to our But Froome’s Team Sky as it
was called back then, knew
a proud moment - going on to guide to The Best the difference that the smallest
be recognised as Best overall Estate Agent Guide.
improvements to the way they
go about their work can make to
for both sales & lettings was The Best Estate Agent Guide the overall result. They were the
just an incredible experience (BEAG) is produced by Property
Academy. This is our fifth year
best at finding those all-important
competitive edges.
Asad Riaz working alongside Rightmove to I believe, and the experiences of
carry out the biggest ever analysis those who have made the most
Location Location of the estate agency industry. of the opportunity prove, that
This guide to the guide is designed being listed in The Best Estate
to provide insight in to how the Agent Guide gives YOUR agency a
assessment is carried out and winning edge.
what makes it stand out from It can be, and often is, the small
other awards assessments in the difference between winning or
property industry and to explain losing an instruction.
how agents that have been listed
in the BEAG can get the most When I set up the Property
from their success at having been Academy in 2008, my goal was
highlighted as among the best in to help estate agency business
the country. owners to run better businesses,
to foster and share best practice
The BEAG shines a light on the and ultimately to raise industry
best agencies for sales & lettings. standards.
Producing the BEAG is a huge And that’s why we created the
undertaking and we’ve learned a BEAG, to help businesses fulfil
lot from the past four years. We’ve their potential and achieve and
made the process around creating maintain high service standards.
the BEAG simpler to understand
and more transparent. I passionately believe that the
BEAG is the best way to discover
“What’s the point who the best agents in the
industry are.
of the BEAG?” Being in it gives vendors and
I was asked by an agency owner landlords reassurance, agency
INSIGHT why his company should take the
BEAG seriously.
owners and staff recognition, and
is a fantastic way to highlight best
practices and raise standards
The reason is simple yet
The BEAG covers over compelling.
across the industry.
90% of UK estate Consider this.
Thanks for your time,
agents*, is independently
The 2017 Tour de France was won
assessed and transparent. by Chris Froome. He had toiled for
three weeks, across 3500km, in Peter Knight
*Source: Rightmove
all weathers, spending on average
7 hours a day in the saddle and
ended up with a winning margin of
just 54 seconds.
When spread over the time spent
riding, the margin between first
and second place was tiny.
03
The Data Analysis Mystery Shopping
Process 1. Property Marketing
74% of landlords and 83% of sellers cite the agent’s
3. Customer Service
Our research also reveals ‘likeability and trust’ is
ability to market their property as being a deciding
How the best
a further factor that has a significant impact on
factor when selecting an agent to work with.* instruction. We measure this via a simple
mystery shopping process.
agents are We assess property marketing performance by
looking at every single listing and tracking:
identified % properties with 5+ photographs
% properties with a floor plan
Web Enquiry
e employ professional mystery shoppers to make an
W
% properties with online viewing label email enquiry via Rightmove. We make one enquiry each
ave. # daily detailed page views vs. average for sales and lettings and measure the response against a
The Best Estate Agent Guide is
in patch set of objective performance criteria that consumers tell
a website which provides an
us trigger feelings of ‘like and trust’:
independent reference source for ave. # daily web leads vs. average in patch
sellers and landlords, who can
search for the best sales and Professionalism & courtesy
lettings agencies in their areas. 2. Results
Listening & understanding
Both landlords and sellers say that using an agent Knowledgeable & informative
How the BEAG 2022 who has demonstrated an ability to sell or let Responsiveness – handling queries
is collated? properties like theirs is a key factor in their decision & requests quickly
over which agent to use in the sale or let of
There are approximately 1 million
their property.*
properties listed on Rightmove,
for sale or to let, at any point in
We monitor results by tracking:
time. The performance of every
listing is analysed over a six-month
% of new instructions in patch Website Assessment
period as the first part of this year’s
assessment. Did it sell / let?
The next step is to collate the scores Average days to sell / let vs. average in patch
and identify a shortlist of the best Did it come back to the market? Your agency’s website is increasingly important to
performing estate agency brands. (i.e. fall through) today’s home movers.
In 2022, c. 2,500 agencies made
the shortlist. Every branch of these This analysis of listings performance makes up We commissioned a specialist web company to undertake
agencies is listed in the Best Estate 70% of an agency’s overall score. Based on these a comprehensive 36 point assessment of c.2,500 agency
Agent Guide. All these agencies performance scores there is the equivalent of a websites exploring aspects of both marketing and
then go through to the next round ‘golfing cut’ where the best performing agencies customer service.
of the assessment - a mystery c.2,500 go through to the next stage.
shop and website assessment. The
results of the mystery shop and web *Source: Property Academy Home Moving Trends & Landlord Surveys 2020. The assessment criteria includes:
Gold award winning
assessment are combined with the agencies rank higher
results from the listings assessment
to identify the gold award winning
Ease of interaction than 95% of the
agencies. Expertise
industry.
From the gold award winners, the Property marketing
best single, small, medium, large Social proof
and national agencies are identified Mobile responsiveness
for both sales and lettings and
Optimised for search engines
announced at the EA Masters in
London on 3rd November.They then INSIGHT
go head to head for the best Estate
Agency of the Year and Best Letting
Agency of the Year Awards. The Best
Your Rightmove account manager INFORMATION
Branch for Sales and Lettings is also will happily share with you how your
recognised. agency performed. This information For this year’s Best Estate Agent Guide, we introduced
is given to you free of cost and can a comprehensive website assessment as part of our process.
provide valuable insights into your
agency’s performance and areas
where improvements can
be introduced.
04 05
T
Helping you The BEAG
A lot of hard work and time
goes into assessing the whole
of the estate agency market to
create the BEAG.
in Numbers Here are some numbers that
show the scale of the project.
If your agency is selected to
Winning Instructions PR and Marketing
0 90
be in the Best Estate Agent
Guide it opens an array of “Being able to say that our service and “Promoting our rating in the Best There is no charge for entry into Over 90% of estate agencies
opportunities for your business. delivery levels have been assessed Estate Agent Guide was our single the assessment or to be listed in the country are included
most successful marketing campaign Charge on the BEAG website.
Percent
in the assessment.
by the Property Academy and found
to be the best in our area has been a of last year.”
deciding factor when securing new
1
instructions.”
15
Karl Judd
Ashtons The largest analysis of the
Agency Brands assessed.
Gemma Myring estate agency sector.
Analysis
Myrings Thousand
Fee Confidence Independent 3 Awarded for Property
Marketing, Results and 25 Individual offices assessed.
Accreditation
Customer service.
Send out a “The Best Estate Agent Guide is the Areas Thousand
only accreditation that’s based on a “These accreditations are the most
powerful message whole of market assessment. It helps credible in the industry and send a
to your prospects
5 1
justify, hold and even increase our fee powerful message of confidence to
by providing independent proof
– you’re the best of superior results.”
our franchisees and customers.” The gold award winners represent
the top 5% in the country.
1 million properties listed on
Rightmove at any point in time.
of the best. Kate Toland Percent
Million
Matt Nicol The Property
Nicol & Co Franchise Group
6 25
The assessment is carried out over
six months, meaning that agents 25 million leads are included
recognised in the Best Estate Agent in the initial analysis.
Months Guide have proved themselves over a
Million
Team Culture Staff Motivation sustained period.
“Our awards show how we are “Being independently recognised
consistently leaders in our industry.
They tell us that we’re moving in the
right direction and are something
as one of the best agencies in the
country has given such a lift to our
team and shows them their hard
3 That’s right – 3 billion data points
are assessed during the process
including property listings,
special that we’re proud of as a team. work, passion and commitment Billion floorplans, number of clicks to
When we’re recruiting for important doesn’t The definitive assessment of details and the number of leads.
roles, they attract strong candidates go unnoticed.” the Property Industry
who are like-minded and want to help
us raise the bar.” Simon Bradbury
Thomas Morris
Holden & Prescott - 2021 Award Winners Spencer Lawrence
Paramount INSIGHT
The Best Estate Agent Guide
is the most comprehensive
data-driven assessment and
therefore the most credible
06 property award scheme. 07
What’s in it for
Your Agency?
Winning a BEAG Award gives Official Logos
you the ability to demonstrate We provide you with your winner’s marks so
to sellers and landlords that that you can display them in all your marketing.
you are better than the rest
on the things that matter –
marketing, service & results.
You cannot apply for or buy
this status. However, if you see
the value of promoting your
success, you can purchase a
licence to receive marketing
assets to give you a distincitive
point of difference from
Window Displays Certificate
competitors.
We send you window transparencies for you to We also provide a personalised certificate that you can display
display in your branch office(s). in your branch office to help recognise your team’s performance.
Print Design Templates
We provide you with artwork for a version of this booklet
that you can brand and include in your valuation packs.
PR Templates
We send you sample press releases, including a quote
from the award founder Peter Knight, that you can tailor
Online Recognition and share with local press and on your social media to
Enhanced presence on www.bestestateagentguide.co.uk promote your success.
We enhance your listing in the Best Estate Agent Guide – an independent
reference source for landlords and vendors to find the best agent in Branded Video
their area.
We also provide you with a branded video, which you
can use on your website and social media channels to
help explain how your result in the Best Estate Agent
Guide provides credible independent proof of your
Enhanced listing includes:
superior service. To view the video, please visit
• Boosting your listing(s) • Description www.eamasters.co.uk/licences
to the top of search • Website link
results
• Email link
• Your logo
• Award banner*
• Up to 2 photos *For award winners only. Performance Report
A summary of your website assessment and mystery shop performance to help you
Only the top 10% of agencies in the country identify areas for improvement and to highlight where you excel.
are listed in the Best Estate Agent Guide 2022.
08 09
Promotional Cost
Ideas Make a bold statement on
your website homepage.
Transparency
BEAG Licence to promote your success
The Best Estate Agent Guide 2022
A marketing campaign needs an idea! Being listed in the Best Estate
Agent Guide is a very powerful message – it is simple, clear and A listing in the BEAG is free; to
provides a compelling reason for consumers to instruct you. promote your inclusion effectively
you’ll need to buy a licence.
The licence is accompanied by marketing
assets worth more than £5,000.
Let job candidates know
with a splash on your
recruitment pages. Agency Size Set-Up Per Branch Pa
Promote to the biggest Single Branch £1,400 + VAT -
Create a dedicated home moving audience Small (2-5 branches) £1,800 + VAT £100 + VAT
landing page to tell via your portal microsite,
Medium (6-20 branches) £2,000 + VAT £100 + VAT
the full story of what banner advertising, local
& mobile home pages. Large (21+ branches) £2,500 + VAT £100 + VAT*
it means to be listed
*Capped at £5,000
in the BEAG.
Include on office stationery,
company brochures,
property particulars & door
drops and direct mail.
Update your email footers.
INSPIRATION
Inform via
local news Being listed in the BEAG,
media, email you’re one of a group of
newsletters, truly distinctive agents that
social media
really stand out from the
competition. The status cannot
and blog posts.
be applied for or bought – it is
awarded on merit.
10 11
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