Residential People, a free to list property portal, is launching a machine-learning platform, designed to help estate agents increase their market share.

The new platform, called nurturingAI, will analyse lead enquiries that agents receive via their own website and the main property portals, including Rightmove and Zoopla, allowing them to run targeted marketing campaigns.

The nurturingAI platform, which launches in December, will enable an agent to customise and target their marketing campaigns for landlords, renters, buyers or sellers.

There will be a wide range of channels for agents to utilise in the pursuit of marketing their listings, including SMS and WhatsApp messaging, email marketing, and social media.

Christopher May, co-founder and director of Residential People, commented: “We wanted nurturingAI to be an agent’s dream marketing tool, and as such, we’ve dedicated years of research and feedback from those in the industry, to create a product that we truly believe will be revolutionary to the property sector.”

To help distribute the platform, May says that his firm are in talks with several industry tech suppliers with a view to “doing some fantastic collaborations which will be announced in the next coming months”.

He added: “With nurturingAI, we have levelled the playing field, making it easier than ever for a local, independent agent to rub shoulders with real estate giants.

“By using the powerful and more efficient omnichannel marketing approach that traditionally has only been adopted by the largest firms, smaller agencies are able to realistically compete for audience attention across all-relevant digital channels.”