Recently, 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
| Day | Sales leads | Rental leads | Combined |
| 1 | 11.4% | 11.6% | 11.5% |
| 2 | 5.8% | 6.7% | 6.2% |
| 3 | 4.7% | 6.2% | 5.5% |
| 4 | 3.7% | 4.9% | 4.3% |
| 5 | 3.2% | 4.3% | 3.7% |
| 6 | 2.8% | 3.8% | 3.3% |
| 7 | 2.5% | 3.4% | 2.9% |
| Total | 34.0% | 40.9% | 37.4% |
