Thursday, November 5th, 2015
As a number of our estate agents are sports fans, we were going to compare our analytics with the viewing figures of the Rugby World Cup. It started well. Just 14 people accessed the Dezrez system during the most watched match in eight years, Wales vs England. It drew more than 10 million viewers and of course, being Welsh we wanted to take this chance to gloat about our spectacular win. Then we realized a significant number of our customers are English. So that put a stop to that.
Career estate agents start later in life
Following a quick rethink, we decided to delve into the habits of our youngest users, the 18-25 year olds. What’s particularly interesting is that this group accesses our system less than any other age range with the exception of the over 65s. Could there be something in this? Does the relative lack of young blood suggest that estate agency is a career people fall into rather than being attractive in its own right? Or does it simply require a level of skill and confidence that the majority of us only achieve by our mid twenties?
Estate agency attracts ambitious 26 – 54 year olds
Before we delve further, it’s worth noting that 85% of our users sit between the ages of 26 and 54. They’re fairly evenly split across the genders and age, with just a slight dip in usage for people over the age of 45. As we’ve previously discovered, these groups tend to be well read, well travelled and highly ambitious. They also beat the national average with 7.5% staying on to work in their twilight years, with slighter more women than men in this age group.
When we look at the 7.5% of our estate agency users who are in the flushes of youth, there is a different story. Nearly two thirds are women compared with all other groups which show an even split. They are most likely admin staff, as they score highly for house listing searches; and as an aside, there is a bias for sport for the men and celebrity entertainment for the women. Does this suggest that women are more likely to start from the bottom and work their way up whilst more male estate agents start in a mid-role at a later age? Or is admin an entity of its own?
We don’t have all the answers but our previous research has shown that estate agents need to be highly organised, astute business people, with high levels of emotional intelligence. Women do tend to mature more quickly than men, are better at multi-tasking and have more stamina. Maybe that’s why the better gender start earlier and finish later. Ahem. We’re being irreverent of course.