Company: iamproperty
Location: Working with 7,000 partner agents across the UK
iamproperty provides solutions designed to improve the property industry, making the home buying and selling process simpler and more efficient for everyone involved.
Now approaching 800 employees and working with 7,000 partner agents nationwide, iamproperty has grown rapidly in recent years. As the organisation scaled, maintaining consistently high service standards and staying close to customer sentiment became increasingly important.
We interviewed Dan Milne, Gavin King and Helen Short from iamproperty.
Tell us about iamproperty…
iamproperty delivers services that support estate agents, vendors and buyers throughout the property transaction process. Their focus is on simplifying what is often considered a complex and stressful journey.
The business works closely with partner agents across the UK and engages directly with vendors and buyers, ensuring that service quality remains a key differentiator in a competitive market.
As the organisation expanded quickly, leadership recognised the need to proactively understand how customers and partners truly felt about their experience, not just assume that service standards were being maintained.
What challenges were you facing?
Despite strong growth, iamproperty had never previously used a platform to systematically capture sentiment from vendors, buyers or partner agents.
Without structured feedback, the team lacked visibility into how customers were experiencing the service at scale. Rapid expansion meant that some processes and ways of delivering service had become outdated over time, and there was no consistent mechanism to identify friction points across the customer journey.
The nature of property transactions also means customers can often be vulnerable. Some may be navigating probate, marital separation, financial pressures or the stress of maintaining an empty property. Understanding and responding appropriately to these circumstances requires timely and accurate insight.
iamproperty needed a way to capture feedback at key moments, identify emerging trends and equip teams with the insight required to make improvements quickly.
How did CustomerSure help?
CustomerSure worked with iamproperty to map the full customer journey and identify key moments of truth where feedback would have the greatest impact. Surveys were introduced at critical stages, including when a sale is agreed, enabling the business to capture sentiment at meaningful points in the transaction.
Customers now receive survey emails that allow them to share their experience directly. The business receives between 200 and 300 responses every week from vendors, buyers and partner agents, providing a consistent and scalable view of customer sentiment.
The platform enables feedback to be shared with key stakeholders across the organisation, ensuring that insights reach the right people quickly. Where trends emerge, for example, missed follow-ups or delays in communication, teams can intervene immediately, often resolving issues with a simple phone call.
CustomerSure’s AI capabilities have further strengthened the process, automatically analysing feedback and saving significant time. Rather than manually reviewing large volumes of comments, teams can focus on understanding themes and taking action.
The platform has quickly become embedded into daily operations, with colleagues regularly logging in to review feedback and monitor their performance.
What results have you achieved?
Since implementing CustomerSure, iamproperty has achieved measurable improvements in customer satisfaction and advocacy.
Within 12 months, Customer Satisfaction (CSAT) increased by 7%, while Net Promoter Score (NPS) improved by nine points.
Beyond the metrics, the business now has tangible evidence of the quality of service delivered across its network. Hundreds of responses each week provide real-time insight, enabling faster service recovery and continuous improvement.
Teams are more engaged with feedback than ever before, actively reviewing their results and using insights to refine their approach. The ability to demonstrate positive sentiment to partner agents has also strengthened relationships and reinforced iamproperty’s commitment to delivering a high-quality service.
Customer feedback is no longer anecdotal. It is visible, measurable and actionable.
What would be your advice to organisations starting a feedback project?
For iamproperty, embedding a structured feedback platform has been transformative. Having consistent visibility of customer sentiment ensures that service standards evolve alongside business growth.
Listening at scale, identifying trends early and acting quickly allows organisations to protect their reputation while continuously improving the customer journey.
The key is to make feedback part of everyday operations rather than an occasional exercise. When insight is accessible, easy to interpret and shared widely, teams naturally take ownership and strive to deliver better outcomes.
For iamproperty, the platform has become an essential part of how the business operates, and there are plans to expand its use into additional areas in the future.
