Marketing
News covering the marketing of residential property, lead generation, buying and selling and business development.
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Zoopla overtakes Rightmove, but not the way you’re thinking
The London-based portal is to hire 120 extra staff next year to boost its growth plans taking it to 750 employees, a third more than Rightmove.
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Back of the net! Your Move signs up to become English Football League sponsor
LSL estate agency chain Your Move has signed up to become an official sponsor of the English Football League (EFL) and as part of the deal its Hitchin branch was visited yesterday by former England, Liverpool and Leicester player Emile Heskey. Heskey told The Negotiator that he has not used Your Move in the past but had used agents a lot as he moved around playing with different clubs. “I wasn’t too bad and only moved every four or so years but some footballers move every year, so I was lucky,” he said. “But I’ll be using Your Move in the future now when I next move.” Due to kick off in January, the deal will also enable Your Move to call itself an Official Supporter of the league as well as enjoy extensive digital advertising rights across the EFL network and services. Your Move will also be given access to events including local football festivals near its branches and promotional rights at five Wembley Finals during the 2019/20 fixture calendar. “We know that many of our customers, and potential customers, are passionate about football and we are delighted to be able to share that passion with them,” says Oliver…
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OnTheMarket prepares to launch post-Xmas advertising blitz
Portal's five-week TV campaign will reach over 35 million UK adults and run alongside radio, online and poster advertising.
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OTM reaches 8,500 paying agents but new branch recruitment flatlines
Portal makes further progress signing up more agents to paying customers after offering cheaper, shorter-term deals but branch recruitment stalls.
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BREAKING: world’s first blockchain property portal to launch in UK
OpenBricks says its unique networking technology will enable agents to vote democratically on every aspect of its operation including fee levels and marketing expenditure and will cost £100 a month per branch.
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Edgy adverts help leading London agent grab extra market share
Marsh & Parsons says ongoing and sometimes controversial poster and newspapers ads have helped it increase market share by a fifth.
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House hunters switch to evening searches as smartphones dominate online surfing
Rightmove has revealed that the busiest time for home searches on its website is between 8pm and 9pm as the nation settles down on their couches to ‘double screen’ between their favourite TV shows and the Rightmove app. The data points to rapidly-shifting habits among house hunters as smartphones become the key way people access information online. Only a couple of years ago laptops still held sway and therefore lunchtimes at work were the peak house hunting period. Now, activity peaks at 8.48pm on Wednesdays, presumably as people begin to lose interest in Holby City or Supermarket Sweep and concentrate on homes for sale and rent. The portal has also reminded agents that December is the quietest month of the year but that negotiators should gird their loins for the post-Christmas day rush when traffic increases by 231% between Christmas Day and January 2nd, or at least did last year. During last year’s festivities, December 30th was the busiest day that month as memories of turkey and presents faded became a dim memory. “We know just how obsessed the nation is with property, but to see such precise consistency in terms of browsing times is really quite remarkable,” says Rightmove…
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‘Don’t be scared of leaving Rightmove’, pleads OTM chief
OTM Chief Executive Ian Springett claims it's 'business as usual' for agents who quit Rightmove and that already delivery more leads than its arch rival.
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Rightmove points to a smartphone future as it hires Shazam’s former CEO
Rightmove has finally revealed its replacement for outgoing chairman Scott Forbes, who is to depart at the end of December after 14 years with the company 48-year-old Andrew Fisher will be the portal’s new non-executive chairman and comes from music discovery smartphone app Shazam, which enables users to identify songs they hear on the radio or in stores and is used by 100 million people worldwide. Fisher spent nearly 14 years at the company including as its CEO and later chairman. His mobile development experience would point to Rightmove’s future growth; at least 70% of traffic to portals like Rightmove, Zoopla and OnTheMarket comes from smartphone users these days. Fisher is also a non-exec board member at Marks & Spencer, Moneysupermarket.com and Merlin Entertainments, which owns Madame Tussauds and Alton Towers. Gong given In the past he has been a special adviser on the BBC to a government minister and received an OBE in 2016 for his contribution to the digital economy. Rightmove’s Chief Executive Officer, Peter Brooks-Johnson said: “I’d like to thank Scott for his invaluable contribution to Rightmove’s success over the past years and particularly the support he’s shown me over the past three years as CEO. I’m…
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Only 25% of agents reply to critical online reviews but they’re ‘missing a trick’
Leading reviews website AllAgents.co.uk has urged agents to engage with customers who give them one or two-star ratings and revealed that only 25% of agents who receive them post replies. The website says more agents are doing it – nine years ago only 5% of its agents responded to poor or critical reviews. These comments were made to The Negotiator after we ran a story earlier this week highlighting a Countrywide agency in the South of England who had decided to change its policy and begin engaging with poor online reviews. Several agents have said they are surprised by the agent’s previous online reviews strategy, including Guy Hodge who is now runs an industry recruitment firm but used to run his own agency, Lords, until 2014. “As a former estate agent, I read and replied to every post that was made about my firm, positive or negative,” he says. “I thanked those who gave us a positive review, and always looked at what we may have done wrong to receive a negative review. “We tried to look at a negative post from the poster’s perspective and examine what we could have done better and how we could improve our service.…
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