Agency mailshot service builds AI tool to boost instructions

Estate agency marketing tool Spectre is planning to boost its data science team as it predicts greater use of artificial intelligence marketing models for the sector.

It comes as the firm released Spectre A.I this week, described by its co-founder Tom Staff as “the single biggest change in Spectre’s seven-year history.”

The technology uses billions of data points collected from more than seven years of Spectre’s direct mail service to select and target properties that are most likely to respond and instruct an agent.

Spectre claims using the service can provide a 2.4 times increase in return on investment for agents.

Spectre A.I is offered as part of the brand’s usual marketing services.

Over the past two years, Street Group - the company behind Spectre - has been strengthening its data science team with several high-profile hires, including Chris Amor, their recently appointed Head of Data, as well as several machine-learning specialists.

Heather Staff, who founded the business with her brother Tom, said more data science hires are planned.

She says: “I am delighted that once again we’re at the forefront of change within the PropTech space, with the launch of a product that is set to transform the way estate agents market themselves.

“Our talented data scientists have built a machine-learning model that can automatically reduce spend and maximise results.”

It comes after Foxtons last week revealed how it is using DataRobot, a data analytics and modelling firm, to identify customers most likely to convert.

Tom says: “The recent announcement from Foxtons shows that larger agencies are already using AI models to great effect. 

“By building Spectre A.I. into our product, it means that this powerful technology is now available to all agents, regardless of size.”