TL;DR

Proptech supplier Acaboom has launched Behaviour Intelligence, which watches what homeowners do with a digital proposal once the valuation is done and tells agents which leads to pursue first. It draws on millions of recorded interactions gathered across more than ten years, and existing customers get it straight away without any separate dashboard.

What it measures

The system observes what happens once the valuer has left and the homeowner is deciding between agents. It logs repeat visits to a proposal, which sections get revisited, how long is spent on particular passages, and attention paid to individual items — the valuation figure, the marketing plan, the fee structure. Whatever the homeowner asks the built-in AI concierge feeds the intent assessment too.

The supplier’s own numbers make the commercial case. Where an instruction was won, 88% of homeowners had viewed the presentation, against 42% where it was lost. A second viewing correlated with a 38% greater likelihood of instructing; three or more visits pushed that to 90%.

Founder Brian Farrell frames the problem as triage rather than volume: agents have never lacked people to ring back, only a basis for deciding who to ring first. Knowing why someone is engaging, he argues, tells the agent what the conversation needs to cover before it starts.

The part nobody has addressed

These figures are vendor-supplied and correlational. Homeowners already minded to instruct will naturally return to a proposal more often, so engagement may be reading intent rather than creating it — useful for prioritisation, but not evidence the tool wins instructions that would otherwise be lost.

The data protection question is the more pressing one. Behavioural profiling of a named individual to predict a commercial decision is personal data processing, and homeowners receiving a valuation document are unlikely to expect that their reading patterns are scored. UK agents deploying this need a defensible lawful basis and privacy information that actually describes what happens, not a generic analytics clause.

Looking forward

This lands in a UK property sector already testing where AI sits with consumers — the Property Ombudsman recently declined to require consumers to declare their own AI use. Behavioural scoring runs the other way, with the agent doing the analysis and the seller unaware. Whichever supplier handles that disclosure well first will find it easier to defend when a complaint arrives.