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Rightmove’s ‘Best Estate Agent Guide’ Explained

In 2017 a new awards system was introduced to the estate agent industry. The Property Academy, supported by Rightmove, set up the ‘Best Agent Guide’ and now conduct an annual performance assessment of over 25,000 estate agency branches. This has created a new standard of excellence for estate and letting agents and helps you, the customer, to choose the ‘best agent’ in your area.

If an agent uses Rightmove to advertise properties they are automatically entered into the awards, their data is analysed, and their office is mystery shopped. Only those agents that reach a certain score are included in the guide.

The Academy and Rightmove surveys thousands of buyers, sellers, tenants and landlords in order to understand their opinions and how they felt they were treated throughout their experience of dealing with agents.  The academy developed a reliable rating system, based on a combination of data and mystery shopping, this rating then helps consumers make a reliable choice when choosing an agent.

Agents performance is compared at a local level and branches are rated individually to recognise differences in service standards across companies, as well as disparities in regional property markets.

To rate an agent, each branch is scored against a unique set of performance and customer service criteria, using a combination of data analysis and mystery shopping.  Some of the areas examined are:

  • How well properties are marketed on Rightmove – for example, quality of the photographs, the description, if there is a floorplan etc
  • The time taken to sell or let a property – as measured by Rightmove
  • Customer service given in relation to properties for sale or to let – this is measured by The Property Academy mystery shop
  • The branches response to emails regarding a property for sale or to let – as measured by The Property Academy mystery shop
  • Market Share

They look at performance over a 6-month period and involve analysis of:

  • Over 25,000 branches
  • 1 Million properties listed at any one time
  • 5 million transactions
  • 25 Million leads
  • 5 billion property views
  • 50,000 mystery shops


The scores are from the analysis and collated and those that reached a certain level are identified and categorised in to three ratings:

Exceptional – These are the top 5% of the estate agency branches in the country, these branches showed an outstanding level of service and care towards prospective clients and they were awarded Exceptional – On The Move Property Boutique were awarded Exceptional for Sales in 2018, the only agent to be awarded Exceptional in Sales within the local area!  Gee Cross, Hyde, Romiley, Woodley, Marple Bridge, Marple and Glossop.

Excellent – Amongst the top 10% of estate agency branches in the country and still market leading in their approach to client satisfaction.

Highly Rated – Only branches that achieved a sufficiently high score to meet our standard are featured.  Out of 25,000 estate agents across the UK only 7,360 branches have been featured On The Move Property Boutique were awarded Highly Rated for lettings in 2018.

Take a look at what agents rated in your area at www.bestestateagentguide.co.uk

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