TPFG boss: Lead generation and lettings will boost our brands

The Property Franchise Group (TPFG) is working on tools to improve its franchisee brand’s use of data and digital marketing capabilities.

Gareth Samples, chief executive of TPFG told Estate Agent Today that these tools, as well as further lettings acquisitions, will boost the brand’s growth.

Rather than 600 businesses collecting data, Samples said TPFG will use its CRM and central systems to support agents with lead generation and digital marketing.

He told Estate Agent Today: “We have leads coming to our website. We can’t expert all 600 businesses to be experts, we are bringing it all together to give something back to our franchisees in terms of lead generation. 

“We are supporting the ability to nurture leads and the historical database and creating a system to show franchisees the high value ones that need the calls.

“It takes time and the right technology but by the end of this year we will have the best-in-class digital marketing platform that we have always wanted.”

Samples said artificial intelligence and other tools will be used to build the system.

Its comes after TPFG posted record revenues for the first half of 2023.

An interim update from the listed firm, which includes EweMove and Hunters, said growth was suppressed by falling sales transactions but lettings helped picked up the slack. 
Group revenue increased by 1% annually to £13.2m, the update said, “largely because of the group's strength in lettings and the experienced sales agents in the network driving increased market share.”

Profit before tax increased 11% to £4.2m, TPFG said.