Last week, we carried out a piece of research on the lifespan of a property listing. The analysis revealed that the first hour is the busiest single hour for consumers expressing intent to buy or rent.

The findings suggest that 11% of all sales leads are generated on day one, closely followed by 12% of all rental leads. This initial surge quickly tapers between days 2 – 7, putting an ever increasing importance on targeting the widest audience possible on day one. Looking further ahead, week one in its entirety has historically generated 34% of all sale leads for the property in question, and 41% of all rental leads.

Time to leads from first listing of property

DaySales leadsRental leads Combined
111.4%11.6%11.5%
25.8%6.7%6.2%
34.7%6.2%5.5%
43.7%4.9%4.3%
53.2%4.3%3.7%
62.8%3.8%3.3%
72.5%3.4%2.9%
Total34.0%40.9%37.4%