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Graham Awards


Independent agents to use 'big data' to fight corporate agencies

Senior members of the fledgling Charter for Independent Estate and Letting Agents group are meeting today to discuss how independents can harness data to create an organisation they describe as “more powerful than any corporate.”

An estimated 20 to 25 founding agents and regional officers are meeting in Bicester, Oxfordshire.

Amongst the presentations will be one from David Butler, former analyst at Hometrack and now founder and chief executive of ResiAnalytics. He is billed as explaining “the power of the combined data that independents currently hold between them, but do not use.”


There will also be a presentation from a public relations firm, already instructed by CIELA, whose staff have previously worked with Zoopla and online agency Tepilo.

A statement to Estate Agent Today from CIELA says: “Initial supporters of CIELA have overwhelmingly expressed the desire to form an organisation which represents the collective voice of independents and communicates to the public what independent agents actually do.”

The day will be filmed and footage shared on the CIELA webpage afterwards.

Last week the organisation - which is currently at what it calls a pre-launch stage ahead of a formal launch in the second half of this year - issued a scathing response to a Purplebricks report criticising traditional estate agents. 

CIELA bans online and corporate agents from membership.

CIELA founder Charles Wright said at the time that “this report is profoundly offensive, not only to estate agents, but especially to all the consumers who had money taken by Purplebricks even though they didn't sell their home” says Wright. 

  • Simon Shinerock

    There are benefits to agents collectively using data, however it's important to have clear aims and an organisation which purports to represent the industry is the wrong platform to coordinate this type of marketing. Some agents are pathologically against sharing their data in case their competitors benefit more than they do but in the end almost all data is shared one way or another.

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    er, data protection act?

    Simon Shinerock

    I think one has to assume that only data with permission will be shared

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    I feel like people love saying 'Big Data' cos it makes them feel 'techy' and like they understand the internet...

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    I can't help but think that the amount of effort these people are putting in to promote themselves and discredit others would be much better spent gaining market share in improving service levels.
    Maybe there is a great profit to be made from it?


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