After a trial phase that exceeded all expectations, OnTheMarket PLC (AIM:OTMP)'s Your Property Services (YPS) has hit the ground running, securing partnerships with prominent estate agency chains including Carter Jonas and Dawsons.
With a refreshing focus on human interaction and traditional agency values, YPS aims to generate more ‘oven-ready’ leads for customers.
YPS is not your run-of-the-mill data service; it revolves around a dedicated team that meticulously polishes the existing database of an estate agency, aiming to harvest every potential lead.
Ceaseless hustle
Amid the ceaseless hustle of estate agency offices, this crucial task tends to be sidelined - an oversight YPS seeks to rectify.
CEO Jason Tebb emphasises the human-centric approach YPS has taken.
Dismissing the idea of automated lead data generation, he stresses the value of old-school agency methods, championing the power of human interaction.
Unearthing leads from databases and then converting them into solid opportunities has proven to be a fruitful endeavour.
Problem-solving
“We've been trialling it for a good six months now and it's had unbelievable success which is why we've now launched it fully,” Tebb says.
“It solves that very real problem. We take the data from our agent customers and we have an expert team who will utilise that data, really pushing for every valuation opportunity to create to warm lead we can send back.”
Tebb confessed his surprise at the overwhelming success of the trial, declaring it "unbelievable" and highlighting the service's knack for identifying warm leads and maximising valuation opportunities.
This nurturing approach, a stark departure from traditional database interrogation, has proven to be the X-factor in the OnTheMarket strategy, a model Tebb aptly names 'nurture-as-a-service'.
Poster-child
YPS stands as the poster child of Tebb’s strategic vision – to offer agents, who also happen to be shareholders, an array of services.
As part of this vision, he's been actively holding town halls to truly understand and cater to their needs.
“In the last two and a half years since I joined, we’ve been building a suite of products and services that help agents do their job more quickly, more cost-effectively, more time, efficiently,” he explains.
“This [YPS] is probably one of the biggest and best examples of exactly that.”
While the initial assumption was that YPS would appeal primarily to smaller agencies that lack the resources to exploit their databases, Tebb found the reality to be pleasantly surprising.
The service has resonated across the board, striking a chord with both small and medium to large-sized businesses. An unexpected yet welcomed success story, YPS is proving to be an invaluable asset to estate agents far and wide.