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.”