Honest feedback, not polished replies

People are more honest when they're not being watched

"The price feels too high" is an easy thing to type into an anonymous form. It's a much harder thing to say out loud to the agent who showed you around, or to put your name to in an email. Attributed feedback tends to get softened — buyers hedge, downplay concerns, or just say "it was nice" and move on.

Anonymous by default removes that friction. Vendors get a more accurate read on what buyers actually think, especially on the two things that matter most: price and condition.

Lighter on data, lighter on risk

No personal data is collected from viewers by default — no name, no email, no phone number attached to their response. That's a smaller amount of personal data moving through your systems, which means a lighter GDPR footprint and less for you to think about when it comes to data retention and subject access requests.

If you do want to collect contact details for a specific reason — a viewer who's asked to be kept updated, for instance — that's available as an optional custom question, off by default, so it's a deliberate choice rather than something collected automatically.

Anonymous to the vendor, not invisible to you

Vendors and landlords see aggregated, anonymised themes in their report — never a name attached to a specific comment. Internally, your team can still see which viewing generated which response, so anonymity protects the vendor relationship without leaving your agency blind to who said what.

In practice: the comment a named response never gives you

A viewer who liked a property but thought it was overpriced has two very different answers available to them. Attributed, face-to-face, or even by name on a form, the polite version is "it was nice, we're still deciding" — true, but not useful to a vendor trying to understand why offers aren't coming in.

Anonymous, the same viewer is far more likely to write "lovely house but at least £15k too expensive for the area" — specific, and exactly the signal a vendor needs to make a pricing decision. Multiply that across five or six viewers and the difference between attributed and anonymous feedback isn't tone, it's whether the vendor report contains anything actionable at all.

What this replaces

Feedback forms that ask for a name and number by default "just in case," softened comments that read more like politeness than signal, and the extra admin of storing and eventually deleting personal data you didn't actually need to collect in the first place. Anonymous-by-default means the data that does exist is both more honest and lighter to be responsible for.