Marketing
News covering the marketing of residential property, lead generation, buying and selling and business development.
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Proptech firm to launch new property portal in England and Wales
Three-year-old firm OneDome says its new property search engine will offer listing agents a free service, the potential to receive revenues and also plans to offer them equity too.
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New free-to-list property portal launches in UK
Residential People debuts with 1,490 houses, 203 flats and two developments in the UK.
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Lettings platform hires Uber executive to grow business in UK
New Chief Operating Officer for Spotahome is brought on board to emulate taxi apps' success in UK medium-let rental market.
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OTM share price rises by over 40% in just two weeks
OnTheMarket’s share price jumped by 5% yesterday as the company’s stock continues its two-week-long fightback which has seen its shares increase by over 41% to £1.02p. Since it went public on London’s AIM market nearly a year ago the company’s stock has enjoyed mixed fortunes, rising to £1.80 last summer but since then slowly falling away to 72p before starting its recent rally. City investors have begun taking the property portal’s claims seriously after OTM’s attempts to gain market share have begun to bear fruit, and reassured by the ending of its legal wrangle with Gascoigne Halman over its previous ‘one other portal’ rule. The residual non-competition issues relating to OTM’s legal claim against the estate agency remain to be resolved. Last week OTM revealed that it now has 12,500 listing branches which based on Local Data Company sector research suggests it has 70% of agents signed up. Earlier this week it claimed to have 80% of Zoopla’s listings and 60% of the whole market. “We are currently running advertising campaigns across national television and radio which complement our sustained heavy investment in digital marketing,” says CEO Ian Springett (left). “We are confident in our ability to deliver a market-leading,…
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Traffic to OTM hits all-time high as portal reaches 80% of Zoopla’s listings
The number of visits to property portal OnTheMarket’s website and mobile phone apps hit a record monthly total of 23.5 million during January, four times the number of visits a year ago. OTM claims the significant rise in traffic has been generated by the millions it has spent on advertising over the past year including TV, billboard and online ads. Traffic is also being generated by the increasing size of its listings, which at 600,000 properties is 80% of Zoopla’s 739,265 and 60% of Rightmove’s 1 million properties. Some 12,500 branches now list on OTM. Its success so far has been based on inducing estate agents to sign up to the portal with introductory free subscription offers. Crunch time But crunch time has now arrived for the portal. Its enlarged sales force must now convert these ‘freebies’ into long-term, usually five-year-long, paying contracts which for some larger agent groups are being sweetened with free stock in OTM. The portal says it has just over 36.3 million shares set aside for this purpose. “Our strategy to grow rapidly the scale of the portal is working and these latest milestones indicate that attracting more property-seekers to view more properties, many of which…
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Zoopla reveals what vendors are looking for from agents
New Zoopla research reveals that low fees and local presence are not the most important factors for property sellers when choosing an agent...
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Move over Henry Pryor! Russell Quirk relaunches himself as PR guru and media pundit
Former eMoov CEO Russell Quirk has set up a property PR firm called Properganda just four weeks after his old company went into administration.
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All by myself! Portal for (very) small property marketing teams launches
Digital guru Nelly Berova says her online service will offer marketing support and training to staff for a fraction of traditional consultancy costs.
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Rightmove ad to debut ‘downtrodden dad’ ad on Christmas Day
Rightmove is to launch its latest TV advertising campaign on Christmas Day during Channel 4’s The Great Christmas Bake Off which kicks off at 8pm. The ad, which is the latest in a series with the tagline ‘When life moves, make your Rightmove’ by agency Fold7, is a grittier look at the reasons why people move home compared to its website slogan ‘Find Your Happy’. All the ads feature the same Sam and Dave song, Hold On. First debuted in 2015 featuring a stairs-averse retired man dreaming of a bungalow, Rightmove’s latest ad stars a middle-aged man battling to find time to read his car magazine in peace and quiet as his children romp around the family home. Happily, he eventually moves to a home with a man-shed at the end of the garden. Outnumbered Called ‘Outnumbered’ Rightmove says it contains ‘relatable day-to-day experiences to inspire people to reassess their current home environments and consider whether their homes still match their needs and ambitions’, the blurb says. The ad series is an odd one. Research over the years by portals and agents alike repeatedly shows most home moving decisions are taken, or heavily influenced, by women and yet Rightmove’s ad…
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KeyAGENT and Audioagent merge to form property marketing services giant
Three of the UK’s leading property marketing brands for estate agents have merged. Audioagent and KeyAGENT including its floorplan and photo enhancing service PropertyBox are to become one. All three, which produce property marketing content for estate agents to help them better market properties, are to relaunch as one service after the New Year and will be called FocalAgent with a new 13,000 sq. ft headquarters in East Croydon (pictured, below) and a combined staff count of 120 people. It is claimed that that the merger will create the UK’s largest outsourced property marketing supplier. It will offer video, photography, EPC and floorplan production services. As a combined entity the two companies last year produced content for over 150,000 property listings. The new company says it has plans to increase its market share in the UK and expand overseas into other property markets. Property marketing Eight-year-old company KeyAgent and its PropertyBox product provide mainly photos and floorplans via a national network of over 750 photographers and works with over 1,500 estate agency branches. Audioagent, which is also eight years old, focuses more on video content but also offers photography and floorplan services. “Over the five years we have been working…
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