Award judges highlight need for data-backed entries
Judges for The Negotiator Awards have identified a recurring issue with submissions: insufficient supporting evidence for claims made by entrants.
According to feedback from the judging panel, many entries describe strong customer service, business growth or innovative initiatives but lack quantifiable data to substantiate these assertions. This absence of evidence often results in lower scores for otherwise credible submissions.
CRM systems hold key data
Most estate and letting agencies already possess the necessary evidence within their customer relationship management systems and reporting platforms, according to the awards organisers. CRM dashboards, valuation reports, pipeline data, Google Analytics and digital marketing reports can provide the metrics judges require.
For agencies discussing growth, year-on-year comparisons of instruction numbers are recommended. Those highlighting improvements in sales progression should include specific figures, such as reductions in fall-through rates with percentage changes and time periods.
Customer service claims can be supported with average Google ratings, review volumes collected over a specific period, or Net Promoter Score data.
Property management entries require operational detail
For property and block management firms, judges respond to entries that demonstrate how systems and processes improve outcomes for landlords, tenants and leaseholders. Evidence from property management software, maintenance systems, resident portals, customer surveys and compliance records can support these claims.
Previous submissions that performed well included data showing how resident portals reduced enquiry volumes, alongside Net Promoter Scores and screenshots from customer feedback platforms.
Supplier entries should focus on client outcomes
For proptech and supplier categories, judges prioritise evidence of measurable client outcomes over product feature descriptions. Relevant data includes client onboarding reports, product analytics, customer surveys, helpdesk metrics, usage dashboards, retention figures and client testimonials.
The awards organisers recommend quantifying impacts such as time savings, productivity increases or instruction generation following product adoption.
Community categories need scale evidence
Entries for Community Champion and Employer of the Year categories should include specific fundraising totals, time periods, volunteer hours, employee survey results, retention data and charity testimonials. One previous entry demonstrated both the total amount raised for charity and the range of community initiatives undertaken throughout the year.
The guidance comes as the property sector continues to professionalise its approach to industry recognition and standards, with increasing emphasis on measurable performance metrics across lettings and property management.
Key recommendations
The awards organisers advise entrants to quantify claims with figures or percentages, include screenshots or reports where appropriate, use testimonials that explain measurable outcomes, explain how improvements were achieved, and demonstrate impact on customers or the wider business.
Entries for The Negotiator Awards 2026 are currently open across multiple categories for estate and letting agencies, property management firms, and suppliers to the sector.
