Digital Property Group unveils marketing analytics tool

The Digital Property Group is in the throes of launching an analytics tool aimed at helping member agents monitor their consumer traffic.

The Negotiator can exclusively reveal that TDPG, the parent company of Primelocation, FindaProperty and FindaNewHome, is unveiling its ‘Insight' product today, and offering it to all registered agents as part of their existing subscription package.

Like Rightmoveplus, Rightmove's analytics service, Insight has been designed to enable agents to monitor the consumer traffic it receives from TDPG's portals, including user preferences relating to property type, price and location, while monitoring the number of property viewings and average property price according to individual postcode areas.

But Insight also offers TDPG's member agents the ability to benchmark their business performance against competitors' in up to five other UK postcodes listed on its portals.

TDPG chief executive, Mark Milner (pictured), says: "The point is that our customers do not have this data at their finger tips. Their media spend should be subject to the same scrutiny as every other spend.

"We are trying to put in the hands of estate agents the same media tools that we have, so they can measure their return on investment with our sites."

The launch of Insight comes hot on the heels of the launch of TDPG's new rate card, which charges agents according to their location, listing volumes and average property value for use of all of its sites.

One source says: "I like the format [of Insight] but the group's only got half of all agents listed, so what's the value?"

Milner says: "The value of Insight certainly can't be quantified in this way.

"Its value is providing the key data in a user-friendly way for our agents to increase enquiries and instructions. The data itself is driven by an advertiser's performance statistics; our 3.7 million monthly home buyer and renter visitors and Quest's UK-wide estimated current value tool, as well as our broad range of member agents, so there's far more analysis available than ever before."

He adds: "it's our job to keep underlining the value of Insight, but the feedback from our trial agents has certainly been extremely positive."

One London agency, who was part of the Insight pilot, says: “We can achieve so much with it; it has the ability to find out exactly who’s searching your properties, and enables you to tailor your marketing to applicant queries.”

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