For visitors to 25years.maalems.co.uk — what we collect, why we collect it, how long we keep it, and your rights.
Maalems is an independent estate agency, established 2000, operating in SW London. For the purposes of UK data protection law, Maalems is the data controller for personal data collected via the 25years.maalems.co.uk website (the "Site").
Contact for any data-protection question: earlsfield@maalems.co.uk or 020 8875 9200.
You enter a UK postcode and select your address from a dropdown. We use that to query public records (HM Land Registry sale prices and the Energy Performance Certificate register) and return a personalised report. No name, email, phone or other identifying information is required to generate the report.
We log each report request, with: timestamp, the postcode and address requested, your visitor browser type, the page that referred you, and a one-way SHA-256 hash of your IP address. We do not log your raw IP. This logging is to measure traffic, identify abuse, and improve the service.
If you choose to book a home visit using the form on the Site, we collect:
We may also automatically attach context from the public EPC register for the chosen address (e.g. energy rating, floor area) so the valuer arrives prepared.
| What we do | Lawful basis |
|---|---|
| Reply to your valuation enquiry, arrange the visit, send you the report | Performance of a contract at your request (UK GDPR Article 6(1)(b)) |
| Anonymised analytics (which postcodes drive interest, how visitors use the site) | Legitimate interests — improving our service (UK GDPR Article 6(1)(f)) |
| Measuring our Facebook/Instagram advertising via the Meta Pixel | Consent (UK GDPR Article 6(1)(a) and the Privacy and Electronic Communications Regulations) — you opt in via the cookie banner and can withdraw at any time. |
| Occasional follow-up after a valuation enquiry (e.g. "Still thinking about a move?") within 24 months of your request | Legitimate interests — lead nurturing for our property services (UK GDPR Article 6(1)(f)). You can opt out at any time by emailing earlsfield@maalems.co.uk. |
| Type of data | How long we keep it |
|---|---|
| Your form submission (name, phone, email, address, property details) | 24 months from submission, then automatically deleted from our database. The relevant information may also live on in the agent's email inbox and in our standard estate-agency records if you become a client. |
| Anonymised page-traffic logs (postcode requested, hashed IP, browser type) | Indefinite. Pseudonymous — does not personally identify you. |
| Marketing communications opt-outs | Indefinitely — so we can honour your preference forever. |
The Maalems estate-agency team handling your enquiry. That's it for direct human access.
We use the following technical service providers ("processors") whose systems briefly handle your data on our behalf, under contractual data-protection obligations:
We never sell or rent your personal data. We do not share it with advertisers or with any third party for their own marketing.
This Site uses privacy-first, cookieless analytics (PostHog) to understand how visitors use the Site — for example, how many people arrive and how far they get through generating a report. It is configured to store nothing on your device — no cookies and no local storage — and it does not identify you personally, so it runs without needing your consent.
With your consent, we also use the Meta Pixel (provided by Meta Platforms, Inc. — Facebook and Instagram) to measure how our social-media advertising is performing. Unlike our analytics, the Meta Pixel does store a cookie on your device and shares limited data with Meta. For that reason it loads only if you select “Accept” on the cookie banner shown when you first visit — if you select “Decline,” it never loads. You can withdraw consent at any time by clearing this site's cookies in your browser (or by emailing earlsfield@maalems.co.uk), which brings the banner back. We use no other advertising or tracking technology.
You have the right to:
To exercise any of these, email earlsfield@maalems.co.uk. We respond within 30 days.
If you're unhappy with how we've handled your data, you can complain to the UK regulator, the Information Commissioner's Office — ico.org.uk, 0303 123 1113.
Some of our processors (listed in section 5) are based in the USA. We rely on the UK Government's adequacy regulations and Standard Contractual Clauses to ensure your data receives an equivalent level of protection wherever it is processed.
We use industry-standard security measures: encrypted transport (HTTPS) for all data in transit, encrypted storage on our database provider, strict role-based access controls so only authorised systems and people can read your submission, rate limits and bot-detection on the form to prevent abuse, and short, hashed identifiers for analytics so individual visitors can't be re-identified.
This notice was last updated on the date shown at the top. We'll update it when our practices change (for example, if we add web analytics or a marketing pixel). The current version is always at https://25years.maalems.co.uk/privacy/. We don't email out changes, but you can check this page any time.
This notice covers the 25years.maalems.co.uk site only. The main Maalems website at www.maalems.co.uk has its own privacy notice covering its own data collection.