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Agency withdraws claim about speed of exchanging contracts

Independent Surrey-based estate agency Curchods has voluntarily withdrawn marketing material containing claims about its speed of exchanging properties, after the intervention of the Advertising Standards Authority.

However, the agency was able to substantiate a disputed claim about the number of properties it sold in a year.

The ASA says that in two direct mailings, Curchods included claims about how quickly it was able to sell properties and exchange contracts as well as the total value of sales it had generated in one year.

“A complainant challenged whether these claims could be substantiated, so we approached the advertiser with these concerns” says a spokeswoman for the ASA. 

“Curchods agreed to remove marketing material with claims about the average speed of exchange contracts. Curchods also included conditions in places where they make claims about sales per hour and were able to substantiate their claims about the number of sales they made in one year” she added. 

The ASA has classified the case as being informally resolved.

Last week the ASA explained its policy on informally resolving cases following criticism from a traditional agent about the authority's treatment of complaints about online estate agents.


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