Editor's note: This brief was summarised by The Property AI Newsroom from a report by The Negotiator. Read the original article for full details.

Award Entry Tips: Use Evidence from CRMs and Dashboards, Judges Advise

Judges for The Negotiator Awards have repeatedly highlighted the need for more evidence in award entries. The Negotiator reports that many agencies and suppliers describe strong achievements, but lack supporting data, which can result in lower scores.

The article explains that most UK estate and letting agencies already have valuable evidence available in their CRM systems, property management software, marketing platforms, review sites, and business dashboards. Rather than creating new reports, agencies are encouraged to use existing data such as screenshots of performance dashboards, Google review trends, CRM reports, or customer testimonials to support their claims.

For letting agents, the article notes that CRM platforms are a key source of evidence. Examples include providing year-on-year comparisons for growth, showing reductions in fall-through rates with figures from CRM reporting, and sharing average Google ratings or Net Promoter Scores. Useful evidence can also be found in valuation and pipeline reports, Google Analytics, review platforms, and digital marketing reports.

For property and block management businesses, the article suggests demonstrating operational excellence by showing how systems, people, and processes improve experiences for landlords, tenants, and leaseholders. Examples include using resident portals to reduce repetitive enquiries and supporting customer feedback with screenshots from feedback platforms. Evidence can come from property management software, maintenance systems, resident portals, customer surveys, compliance records, and operational dashboards.

The Negotiator emphasises that the strongest award entries use measurable outcomes and real operational examples, rather than marketing language, to demonstrate impact.