Insights · Writing and research

The evidence behind how listings are actually won.

Short observations, campaign benchmarks and longer studies. Each one states the question it asks and where the evidence came from.

Featured · Strategy

The Modern Prospecting Report

Why is interruption-based prospecting losing efficiency, and what sequence replaces it?

Homeowners research continuously and decide late, while prospecting is still measured on a thirty-day window. The report sets out that measurement gap and the seven-step sequence built to correct for it.

34 min read

Download PDF ↓Read the methodology ↘

Latest

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Studies

Campaigns

18 min read

The Digital Farming Benchmark

What does a digital core area actually produce, and what separates the top quartile?

What it examines

Reach, frequency and cost per thousand homes by quartile
When creative fatigue sets in
Narrow presence against wide, thin coverage

Download PDF ↓Read the benchmark ↘

A digital core area does the job a letterbox drop used to do, with better precision. In this dataset the separation between top and bottom quartile is frequency held steady over time, not budget. Every figure is published as a range.

Source: First-party campaign data across agent accounts · Digital core areas in metro and regional markets

What it cannot settle: There is no offline attribution, and it does not control for existing local market share.

Market behaviour

In development

The Consumer Attention Report

Where does the first agent impression form, and how long does shortlisting run?

What it examines

Where the first agent impression forms
How long shortlisting runs, by market type
What homeowners recall twelve months later

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A longitudinal read on where the first agent impression now forms, how long shortlisting runs by market type, and what homeowners recall unprompted.

Source: Homeowner self-reported recall and behaviour

What it cannot settle: Self-reported recall, with a sample weighted toward metro owner-occupiers.

Campaigns

In development

The Database Prospecting Report

What is a database worth once nobody in it has heard from you recently?

What it examines

Contact decay by time since last meaningful contact
Re-engagement cost against new reach
Where database size stops predicting listings

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Most agents own a database and an audience, and confuse the two. The report models contact decay and prices re-engagement against fresh reach.

Source: First-party agent databases and re-engagement campaigns

What it cannot settle: Database hygiene varies widely between agencies and is not standardised.

Market behaviour

In development

The Seller Intent Study

Which appraisal-intent signals actually precede a listing conversation?

What it examines

Which signals precede an appraisal request, and by how long
False positives for each signal in isolation
The combinations worth acting on

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Repeat address lookups, comparable-sale views and watch-through rates each carry signal and noise. The study reports lead times, false positives, and the combinations that justify a call.

Source: First-party, anonymised platform data (PocketAppraisal)

What it cannot settle: A single-platform dataset that skews toward agents already running digital core areas.

Coming next · 7

The quiet years: how homeowners shortlist before they sellThe period between the first idle appraisal check and the first agent conversation, and what an agent can legitimately observe during it.
Appraisal-intent signals across twelve months of platform dataWhat repeat address lookups, comparable-sale views and watch-through rates actually predict about a listing conversation.
The end of the interruption eraCall connect rates, door-knock conversion and letterbox recall have all moved the same way. A dated call on what replaces them by 2028.
One agent, 1,400 homes, eighteen monthsWhat a single territory looks like when the same system runs without interruption: what was built, what it cost, what it returned.
The Consumer Attention ReportWhere does the first agent impression form, and how long does shortlisting run?
The Database Prospecting ReportWhat is a database worth once nobody in it has heard from you recently?
The Seller Intent StudyWhich appraisal-intent signals actually precede a listing conversation?

All of this is first-party: campaign records and platform data from my own and PocketAppraisal accounts, plus field observation. It is not independent academic research and is not described as such. Where a figure is an estimate, it says so.

Implementation

The Launchpad

We build it. Test it. Hand it over. No retainer.

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Supporting technology

PocketAppraisal

An instant appraisal a homeowner runs on their own address. One step of the framework, as software.

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