Woodhead, who is based in Greenock, Inverclyde says ultimately Rightmove's calculation and promotion of leads is ‘misleading’.
He tells Estate Agent Today after downloading the leads he received over a 12-month period from Rightmove to a spreadsheet, a telephone filter showed over half came from the same number.
Estate Agent Today reveals for this specific case, when duplicate numbers were removed from a total of 1,397 calls the number of unique calls was actually 579, equating to 48 leads per month or £10 per lead, based on the fees charged by Rightmove.
“Rightmove acknowledged that they do not count unique numbers but all numbers," Woodhead told Estate Agent today.
"On this basis if the same process applies to all agents, then Rightmove’s 50 million [leads per year to the industry] is reduced to 26 million which I feel is greatly misleading at best, especially when reporting to financial markets and upping agents’ fees based on their performance.”
A Rightmove spokesperson told Estate Agent Today the company measures both the number and the quality of leads sent to agents.
"The total number of leads sent over a period of time can be used as a measure of demand from home-movers.
“We primarily focus on the quality of the leads that we deliver to our customers, and are continually looking to improve this even further. This focus on quality means that Rightmove leads convert to over four times as many sales and lets for our agency customers than through any other portal.
“We also provide agents with analysis tools such as telephone and email lead reporting, to help them understand the types of leads that they receive and to help ensure that our customers generate the most out of every enquiry that they receive," Estate Agent Today quotes the spokesperson as adding.
"If Neil would like to learn more about how to use these tools to understand more about the leads we deliver him, his Account Manager would be happy to work with him on this.”
Estate Agent Today reports Zoopla also counts all leads rather than just unique leads. OnTheMarket declined to comment.