Some of the UK’s largest estate agency brands are “almost invisible” online, according to a new index measuring digital presence across press, search and social media.
The Property Brand Index, published by PR and communications firm ProperPR, analysed 100 leading property companies – including 50 major estate agents – to identify which are winning the race for consumer attention in an increasingly digital marketplace.
Savills, Knight Frank, and eXp UK emerged as the top three performers with the likes of Foxtons, Purplebricks, Hamptons and Winkworth also featuring in the top 20.
But Keller Williams UK, Darlows and The Agency ranked among the bottom 10, with ProperPR suggesting that some sizeable firms are “barely visible” in the digital space.
ONLINE ENGAGEMENT
The rankings were based on weighted scores out of ten across five core indicators: online press mentions, search engine domain authority, and engagement on Instagram, Facebook and X (formerly Twitter).
Russell Quirk, Co-Founder of ProperPR, says: “Our index has provided some rather eye-opening insight for, let’s say, some of the traditional businesses that may have performed well when estate agency marketing was predominantly about high street fascias and for-sale board dominance.
“But in the 21st century, brand awareness is distinctly digital. A strong presence in social media, in the press, and within online publications is essential in order to be seen by a generation brought up with Google, Instagram and TikTok.”
BRAND STRATEGY
The index highlights a generational shift in brand-building strategy, with agencies that have invested in modern marketing channels scoring significantly higher.
James Lockett, also a Co-Founder at ProperPR, adds: “It is no longer about how many branches you have, or how many window charts you print. The modern era is about being seen in a digital-first world.”
The data draws on a broader study of 100 property sector brands – including developers, portals, conveyancers and mortgage providers – which will be published in stages over the coming weeks.
VALUABLE SNAPSHOT
And Alex Pericli, Head of Research at ProperPR, says: “The property brand index offers a valuable snapshot view of brand visibility within the sector, drawing on a balanced mix of digital indicators.
“The integration of these allows for a nuanced understanding of how property brands are performing across search, press, and audience engagement channels.
“The data considers a market cross-section of 100 or so property companies including portals, conveyancers, house builders and financial services providers – and these will all form separate reports in due course.”
ESTATE AGENCY VISABILITY RANKINGS
