The verdict in three sentences
For a luxury real estate agency in London, the specification matters more than the choice of supplier: without one, three quotes for the same site can range from £8,000 to £45,000 and still not be comparable. The most underestimated item is what happens to sold and archived listings: hundreds of URLs that, handled carelessly, become thousands of 404 errors after the switch. A precise checklist, a weighted scoring grid and integrations priced line by line (Rightmove and Zoopla feeds on quote) give you comparable quotes within a week.
What should the specification contain?
Here is the list to complete before you write to any agency. Each line removes an assumption on the supplier's side, and with it a price gap.
- Goals and audiences: international buyers, vendors in Mayfair, Belgravia, Kensington, Chelsea or Hampstead, prime lettings tenants; one measurable goal per audience (valuation requests, viewing requests).
- Pages and templates: home, listings and property page, area guides, valuation, team, prime lettings, news, contact. State the number of templates, not just pages.
- Content ownership: who writes, who approves, who signs the compliance review (material information in listings, redress scheme mention).
- Languages: English only, or extra languages for international buyers.
- Integrations, one per line: property CRM, Rightmove and Zoopla feeds, viewing bookings, newsletter. Each priced separately; the complex ones on quote.
- Accessibility: a WCAG 2.2 AA target, consistent with the Equality Act 2010.
- Personal data: minimal forms (name, contact, property reference, optional budget range), no ID or financial documents in an open form; cookie consent in line with PECR.
- Hosting and domain in the agency's name.
- SEO migration: URL inventory, 301 redirect map, an explicit rule for sold and archived listings.
- Acceptance criteria, timeline and budget range.
General markers: UK estate agents must belong to a redress scheme (The Property Ombudsman or the Property Redress Scheme) and follow consumer protection law on material information in listings; data falls under UK GDPR, the Data Protection Act 2018 and the ICO. Anti-money-laundering checks on buyers remain the agency's internal process. This is not legal advice.
How does a precise brief change the quotes?
Prudent ranges, 2026 ballpark, based on typical London agency quotes.
| Line item | Vague brief | Precise brief | Why the gap narrows |
|---|---|---|---|
| Design and templates | £4,000 to £18,000 | £6,000 to £10,000 | Template count fixed |
| Copywriting | Unpriced or £2,000 to £8,000 | £2,500 to £4,000 | Pages and languages listed |
| Rightmove and Zoopla feeds | Assumed included, or forgotten | Separate line, on quote | Feed scope described |
| Migration and redirects | Often missing | £1,500 to £4,000 | URL volume known |
| WCAG 2.2 AA accessibility | Missing | £1,000 to £3,000 | Target written down |
| Observed total | £8,000 to £45,000 | £14,000 to £24,000 | Three comparable quotes |
How do you score three quotes?
Score each quote from 1 to 5 per criterion, then multiply by the weight. Example with three illustrative quotes.
| Criterion | Weight | Quote A | Quote B | Quote C |
|---|---|---|---|---|
| Coverage of the specification | 30% | 4 | 5 | 3 |
| Migration plan and archived listings | 25% | 3 | 5 | 2 |
| Clarity of prices and options | 20% | 3 | 4 | 5 |
| Realistic timeline | 15% | 4 | 3 | 5 |
| Ownership of domain and code | 10% | 5 | 4 | 3 |
| Weighted score out of 5 | 100% | 3.65 | 4.40 | 3.45 |
Quote C is the cheapest and fastest, but says nothing about archived listings: exactly what produces mass 404s.
How does the Kolonell grid map onto this checklist?
| Specification line | Kolonell Starter £2,300 | Growth £3,900 | Premium £6,900 |
|---|---|---|---|
| Home, area, team, contact templates | Yes | Yes | Yes |
| Listings and property page, extended area guides | Simple version | Yes | Yes |
| Languages | One | One | The multilingual tier, languages set in the quote |
| URL inventory and 301 map | Yes | Yes | Yes |
| Rightmove, Zoopla or CRM feed | On quote | On quote | On quote |
| Native English copywriting, 3 months of support | Yes | Yes | Yes |
Every tier includes a project manager reachable in your time zone and delivery in 3 to 4 weeks once content is ready. Photography, video tours, drone and floor plans are third-party costs (local photographer). As a reference, Kolonell built the website of Orven Properties, a real estate agency in Dubai. Offer details: international websites.
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Mini case study
Illustrative example: Mallory & Finch Residential, a Chelsea agency with 4 agents in prime sales and lettings. Its current site holds about 1,400 URLs, including 1,200 sold or let listings accumulated over the years.
- The Search Console export shows that 150 of those listings still receive traffic or links: each gets a 301 redirect to its area guide.
- The other 1,050 follow a single rule: redirect to an archive page per area, with no achieved price shown.
- Result: 0 expected 404 errors on old listings, against up to 1,200 with no rule.
- Budget: Kolonell Premium at £6,900 for English plus a second language, the Rightmove and Zoopla feed on quote, and a local photographer (third-party cost) for the area guides.
FAQ
How long does it take to write this specification?
Usually 2 to 4 days of internal work, including half a day for the Search Console export. That is what gets you 3 comparable quotes.
Should sold listings be kept?
Not necessarily online, but every URL needs a defined outcome: 301 redirect or archive page. Across 1,000 listings, one clear rule avoids as many 404 errors.
Is the Rightmove feed included in the £3,900 Growth tier?
No. Portal feeds and CRM connections are always priced on quote, on a separate line.
Which accessibility target should we write?
WCAG 2.2 AA, which covers more than 50 testable criteria. Put it in the acceptance criteria.
What data should the contact form ask for?
Four fields are enough: name, contact, property reference and an optional budget range. ID documents belong to your verification process, off the website.
Checklist ready? Request a free quote and attach it as it is.
Let's scope your project. Send us your specification: templates, languages, archived listings, portal feeds, a £2,300 to £6,900 budget and launch in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
