A Case Study with Alistair Craig

The Importance of Credible, Independent Data

In 2016, Alistair Craig called Andrew Stone.

Alistair – “Andrew, I presented your marketshare stats to a vendor today. Mark said to me, ‘Alistair, this is great info. But, Kay & Burton showed me a graph yesterday that showed them as the best. Before that, Marshall White did pretty much the same. Why should I trust your information?’. Mate, is OK if I give Mark your number so he can call you?”

Andrew – “Of course Al, no worries, I’m happy to speak to him”.

Mark – “This is all pretty confusing Andrew!”.

Andrew – “Yeah, I bet Mark. Let me ask you though, where did K&B and MW get their data from? Who analysed it? Were they clear about timeframe, property type, suburbs, price segments, etc?”.

Mark – “Now that you mention it, I don’t really know. They just basically said ‘We’re the #1 Agency, and this proves it'”.

Andrew – “Mark, I’m not advising you who to list your property with. What I will say is that data and stats can be pretty complicated. Alistair isn’t a data analyst, but he’s a great businessman and a really nice fella. He and his team appointed us, specialist real estate data analysts, to provide them with independent market intelligence. Who’s shown the most integrity with the info they’ve shared?”.

Alistair called Andrew within an hour, saying he got the listing.