OnTheMarket has overtaken Zoopla says leads management platform
Agent Response claims its data shows Rightmove is best for 'engaged users' with OTM next and Zoopla third.
A leading leads management platform has claimed that Rightmove has the most engaged sales and lettings enquirers followed by OTM and in third Zoopla.
The explosive research by Agent Response, which was launched three years ago by estate agency Nock Deighton, says it has analysed conversion rates across all the three main property portals revealing that 48% of those enquiring into properties took the next step on its platform by filling out its pre-qualification form for lettings or enquiry form for sales.
This suggests Rightmove users are further along in their property search and more serious about talking to an agent, says Agent Response boss Mike Nettleton.
He describes OnTheMarket, which recently signalled its intention to overtake Rightmove, as a ‘rising star’ after Agent Response found that 37% of its leads were engaged home hunters, while it found that Zoopla was at 25%.
Fascinating
“It’ll be fascinating to see how OnTheMarket’s conversion rates evolve and how Zoopla reacts to this growing competitor,” Nettleton adds.
Commenting on Zoopla’s lower engagement figure, Nettleton says this could be because Zoopla users are at an earlier stage in their search.
“But with Silverlake as its owner, [which is] a company with deep pockets similar to CoStar, it’s unclear if Zoopla plans to seriously challenge Rightmove’s dominance or just be happy with second place.
“A potential shift to third place due to On The Market’s rise might not be tolerated. With these three giants in the game, could we see a price war erupt, with each portal lowering fees to attract agents?”.
Agent Response last year landed estate agency chain Romans to its service.
