The Mary Portas: Secret Shopper episode on estate agents aired on 9 February finding problems including misleading particulars and lack of specialist knowledge.
However, those within the estate agent sector have hit back at the programme for taking a clichéd, simplistic view, with the NAEA saying it was “disappointed” by the programme’s failure to show the qualifications and training estate agents undertake.
Indeed, the show raised tempers before it even aired, with former National Association of Estate Agents (NAEA) president Trevor Kent attacking Portas for believing she understood the sector enough to “revolutionise” it. He claimed that the show would merely amount to further “loathsome agent-bashing”.
The NAEA said it was interested in the approach that Portas took to raising standards and tackling consumer perception, and thought it important to consider the views of those outside the industry, particularly someone with Portas’ experience.
However, NAEA chief executive Peter Bolton King said: “I was disappointed to note that the show failed to reference the qualifications that so many of our members have worked so hard to achieve. Our agents have all strived to reach the highest levels of professionalism and experience, and this approach was not adequately reflected the programme.
“I firmly believe that the promotion of training and qualifications is fundamental to this goal of improving the public perception of estate agency. Other endeavours in this area, of course, include the introduction of licensing for our members as public perception will be greatly improved by the industry meeting agreed standards. It is a shame, therefore, that the Secret Shopper failed to acknowledge our efforts in this area.”
Martin Reynolds, director of estate agent review site Agent Tracker, said: “Many agents will be up in arms at Mary Portas and her cliché-ridden programme. It was disappointing that it only focused on one aspect of the estate agent’s role.”
Yet, he added: “We must not let this detract from the real issue of a customer’s perception of the service they receive. While the truth is that it is only a small sector of the industry which gives estate agents a poor reputation, we need to use every opportunity to promote good service. The majority of agents offer an outstanding service to the public and they deserve recognition.”
On the web, consumers who watched the programme told of their good and bad experiences with estate agents, while Mortgage Solutions’ comments board have buzzed with criticism of the sector.
Commenting online, financial adviser Peter Hunt said: “I am fed up with buyers being told by estate agents that they have to use their mortgage adviser, because it will speed up the process or even that they won’t report the offer to the vendor unless they do the mortgage through the estate agent.
“I don’t have a problem with estate agents promoting their other services, but please don’t lie to buyers about what you do or don’t have to do, just give them the choice. You’re there to sell your vendors house, not put pressure on people to have to use your services if they don’t want to. Some agents deserve all the bad press they get because they bring it on themselves.”
