The Negotiator has revealed that The Digital Property Group (DPG) is in the process of unveiling a marketing analytics tool for its member agents.

Called “Insight”, the tool will allow agents to monitor their traffic, and use the data to improve consumer marketing.

It brings DPG in line with their competitor rightmove.co.uk’s “Rightmove Plus” function.

Agents will be able to monitor traffic received from DPG’s portals and compare themselves to competitors in a “benchmarking” application.

The Negotiator quoted DPG chief executive, Mark Milner, as saying:

“The point is that our customers do not have this data at their finger tips. Their media spend should be subject to the same scrutiny as every other spend.”

“We are trying to put in the hands of estate agents the same media tools that we have, so they can measure their return on investment with our sites.”

The application will be available to member agents using DPG’s four property portals: primelocation.com, findaproperty.com, homesandproperty.co.uk, and findanewhome.com.

You can find out more at insight.thedigitalpropertygroup.com and see a demo here.