Interview with Hometrack: How Data Powers Smarter Development Decisions

At LandTech, our mission is to make the development process easier, faster, and more transparent. A key part of that is giving our customers access to the best possible data through LandInsight. 

To shine a light on one of our key data partners, Hometrack, we spoke with Daniel Everett, their Head of Business Development, about how their data works, why it matters, and what customers can expect in the months ahead.

Introducing Hometrack

Hometrack has been a fixture of the UK property market for more than 25 years. The company is best known for developing the UK’s first Automated Valuation Model (AVM), a tool that can estimate the value of any residential property in the country with a high degree of accuracy.

As Daniel explains:

“We work with 18 out of the top 20 mortgage lenders in the UK, helping them automate more of their lending decisions. At the same time, we power familiar consumer tools like Zoopla’s estimates, as well as insights for housebuilders, housing associations, councils, and investors.”

Since being acquired by what was then called the Zoopla Property Group around eight years ago, Hometrack has been able to draw on a much broader range of data, from listings information to consumer demand trends. This, combined with their long-standing relationships with lenders, puts them in a unique position in the market.

What Makes Hometrack's Data Different

At the heart of Hometrack’s advantage is its access to lender-verified valuations. Every time a mortgage lender carries out a physical RICS valuation, that data is fed back into Hometrack. This strengthens the accuracy of their AVM and provides a rich source of comparables.

Daniel points out:

“People often assume comparables are built from land registry or open listings data alone. In reality, our access to lender valuations gives us up to eight times the amount of data you would get by relying on land registry alone, particularly over shorter timeframes.”

This matters because land registry data can lag many months behind actual market activity. With Hometrack’s data, LandInsight users can work with a more up-to-date and complete picture of local market conditions.

Why It Matters for Viability

Viability is one of the toughest challenges facing developers today. Schemes that look promising on paper can quickly unravel when sales values do not align with build costs. Hometrack’s data can make the difference between a missed opportunity and a viable project.

Daniel recalls a conversation with a major housebuilder:

“They were rejecting nine out of ten sites because the figures just didn’t stack up. By using our comparables data, they realised that their understanding of local sales values was too limited. That kind of insight can change a site from unworkable to worth pursuing.”

The benefit is not only in spotting viable opportunities, but also in avoiding costly mistakes. Data helps developers make decisions with greater confidence, knowing that assumptions are backed by robust evidence.

Lessons for LandInsight Users

Hometrack’s comparables data has been integrated into LandInsight for more than two years. Customers now have access to richer and more recent evidence when assessing local market values. This means better appraisals, more reliable feasibility assessments, and stronger justification when presenting schemes to stakeholders.

Daniel sums it up simply:

“My favourite phrase is: use data at the right time to make the right commercial decisions. Data can reinforce your instincts, or it can flag up risks you might not have considered. Either way, it gives you the confidence to act.”

Looking Ahead

Over the next year, Hometrack and LandTech will continue to refine how comparables data is surfaced within LandInsight. The goal is to make it easier to use, more transparent, and more powerful for developers assessing opportunities.

Daniel’s advice for our customers is to watch this space:

“There are improvements coming both in design and in the depth of data available. Our focus is on giving you more insight with less effort.”

Final Thoughts

In a challenging market, making the right call on a site has never been more important. Hometrack’s unique data, delivered directly through LandInsight, gives developers a clearer view of local markets and a stronger foundation for decision-making. 

Whether you are assessing viability, appraising comparables, or looking for patterns across regions, the combination of LandInsight and Hometrack puts essential intelligence at your fingertips.

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