Savills, Knight Frank and eXp UK lead estate agency digital brand rankings

Savills, Knight Frank and eXp UK have emerged as the estate agency sector’s most digitally visible brands, according to new research by property PR firm ProperPR – with some surprisingly well-known names trailing far behind.

The inaugural Property Brand Index assessed 50 of the UK’s largest estate agency businesses, analysing their presence across digital channels including search engine visibility, social media engagement and press coverage.

BIG DIVIDE

The results reveal a massive divide between the top performers and those struggling to maintain relevance in today’s online-first marketplace.

Also ranked in the top 20 are Foxtons, Nestseekers, Purplebricks, Hamptons and Strutt & Parker.

At the other end of the table, the bottom 10 includes Douglas Allen, Wards, Keller Williams UK, Darlows and The Agency – all of which scored poorly for online visibility.

WAKE-UP CALL

ProperPR Co-Founder Russell Quirk said the findings should act as a wake-up call for more traditional agencies still relying on high street presence and for-sale boards to drive brand awareness.

“In the 21st century, brand visibility is digital. A strong presence across press, search and social channels is essential to be seen by today’s consumer – many of whom consume information entirely through their phones,” he said.

The index applied a weighted scoring system out of 10 across five key indicators: online press mentions, domain authority (natural search ranking), and engagement on Instagram, Facebook and X (formerly Twitter).

NOT CUTTING THROUGH

James Lockett, also of ProperPR, added: “It’s no longer about the number of branches or window charts. A digital presence is what cuts through in today’s market.”

The wider index includes analysis of 100 property sector brands – including portals, housebuilders and financial services providers – with further category breakdowns expected in the coming weeks.