Marketing
News covering the marketing of residential property, lead generation, buying and selling and business development.
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OnTheMarket shares finally exceed original AIM launch share price
If you’re an agent who holds OnTheMarket shares then it may be time to celebrate. The company’s share price has finally recovered and today exceeded its original offer price of £1.63p from ten days ago. Trading in OnTheMarket shares peaked at £1.70p late this afternoon, the highest the share price has reached to date. At launch the share price dropped to a low of £1.40p but has since been climbing slowly to today’s high, helped by an upbeat announcement on Friday that included details of its strategy to both target smaller agents and tie-in larger agent groups to long-term deals. “The more agents who join now, the more we believe all agents and property-seekers will benefit in terms of the increased property stock at OnTheMarket.com,” CEO Ian Springett said in Friday’s statement. “We are focused on reaching out to agent firms across the country which can see the disruptive appeal of our proposition of sustainable fair pricing from an agent-backed portal.” Excited Springett is currently refusing all interview requests, but has been busy doing the rounds at agent gatherings, including at agent Jackson-Stops’ annual conference, at which he said he was “excited by progress”. During today’s session on AIM nearly…
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OnTheMarket targets independent agents as it launches war with ZPG
OnTheMarket has come out fighting five days after its stock market flotation, telling its new City backers that the company is to target independent agents and has already signed up 81, with more in the pipeline. “The estate agent sector is highly local in character and early indications are that we are on track in terms of creating local momentum in the marketplace up and down the UK,” says Ian Springett, CEO of OTM. “The core proposition of the business remains the creation of an agent-backed, full-scale property portal to disrupt what is otherwise a duopoly of Rightmove and Zoopla by offering a premier search experience to consumers whilst charging sustainably fair prices to agents.” But the portal also says it is targeting larger estate agency groups and has already to signed up its first a to five-year deal since launching on the AIM stock market. This is the 18-branch agency Butters John Bee which, as well as signing up to OTM, has withdrawn its listings from ZPG’s portals. The agency, which has branches across Shropshire, Cheshire, Staffordshire and the West Midlands, was bought by the SpicerHaart group in September last year. Butters John Bee is essentially now aligning itself…
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OnTheMarket founding agency Douglas & Gordon signs up with ZPG
Douglas & Gordon, one of the most vocal founding members of OnTheMarket.com, has returned to ZPG on an unspecified but likely five-year deal. The 18-branch agency, which is one of London’s better-known agency brands, has signed up with ZPG after OnTheMarket dropped its one other portal rule ahead of the portal’s recent stock market flotation although it “remains a strong supporter and investor in OnTheMarket and has recently signed a new five-year listing agreement with us,” an OTM spokesperson told The Negotiatotor. Douglas & Gordon continues to list its properties on Rightmove as well, suggesting a new trend in the industry following the OTM share launch; that agents with generous marketing budgets will now choose to list with all three portals. Douglas & Gordon was one of several high profile agents who founded OnTheMarket in 2015 including Savills, Strutt & Parker, Knight Frank, Chestertons and Glentree Estates following two years of behind-the-scenes discussions. James Evans (pictured, left), Douglas & Gordon’s current CEO, says, “We are delighted to be marketing all of our property listings with ZPG again. “ZPG have historically served our business very well and have considerably developed their platform over the past few years in terms of the…
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Huge difference in traffic to three main property portals revealed by latest ZPG results
ZPG has revealed how much traffic it drives to its various property portals and, the latest figures show, they were visited 68 million times during January, trailing Rightmove by 52 million visits on average but well ahead of OnTheMarket’s 14 million. ZPG’s figures includes 58 million visits to its three property portals; Zoopla, PrimeLocation and SmartNewHomes, while the remaining ten million visits were to its other websites such as uSwitch and the recently-acquired Money. ZPG also says its property websites enjoyed a 10% year-on-year uplift in traffic and, as evidenced by the sea of faces staring at smartphones in Britain’s streets and train carriages, that 60% of its portal traffic now comes via mobile devices. Property portals Visits to its comparison website uSwtich increased by 7% year-on-year, the company says. “We’ve had a great start to the year with a record of over two million visits per day to our websites in January,” says ZPG CEO Alex Chesterman (pictured, left). “These figures demonstrate that consumers are highly engaged with the services we provide and that we continue to deliver incredible exposure, value and results for our partners.” These latest ZPG figures would suggest that Rightmove’s average monthly visitor figure of…
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OnTheMarket shares drop by 14% following last week’s AIM launch
Shares in the property industry’s newest public limited company OnTheMarket have dropped by nearly 15% since it floated on the Alternative Investment Market (AIM) on Friday morning, including an almost 6% fall today. The share price for the company, which trades as OTMP on the junior stock market, has tumbled by 24p from its initial offer price of £1.63p a share to £1.39p (at the time of writing) cutting the company’s market capitalisation from an initial £100m to £89.59 million, according to Bloomberg. The Financial Times said the portal’s share launch, which offers investors a minority stake in the company, had ‘failed to shine’. These are nerve-wracking times for many of the portal’s 2,700 agent members, who last year voted overwhelmingly to trade in their membership for shares which they are hoping, once their lock-in period ends, they will be able to sell. This is equally true for the company’s key directors including co-founder and CEO Ian Springett (pictured, left). He now holds approximately 90,000 shares in the new PLC allocated to him at entry to AIM, plus nearly three and a half million share options, on top of his £170,000 salary. Several high-profile investors have taken substantial stakes in…
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OnTheMarket shares begin trading at £1.63p, plummets to £1.48p
Shares in OnTheMarket began trading on London’s AIM stock market today kicking off at £1.63p, valuing the company at £100 million, and quickly rising by 2p to £1.65 before dropping to £1.48p by end of trading on Friday. The OnThemarket shares issue, which it says has raised £30m out of a hoped-for £50m to finance its battle for market share with Rightmove and ZPG, is the conclusion of a long and tortuous road for CEO Ian Springett’s ambitious portal project. It launched in January 2015 two years after founding members Knight Frank, Savills, Strutt & Parker and Chestertons first convened to form parent company Agents’ Mutual Ltd. OnTheMarket.com positioned itself as a mutual organisation of agent members, but introduced a controversial ‘one other portal’ rules that made agents choose between either Rightmove or Zoopla as their ‘other portal’. Last year agent Gascoigne Halman took OnTheMarket to court, claiming the ‘one other portal’ rule was anti-competitive, but lost the case. This cleared the way for OnTheMarket to demutualise, which took place following a vote of its 2,700 agent members late last year. Former members of the mutual organisation were allocated share options based on their size of listing and length of…
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Zoopla apologises for ‘me too’ hermit crab advert after it whips up Twitter storm
Zoopla has apologised after the latest version of its hermit crab advert campaign whipped up a Twitter storm and prompted one member of the public to complain to the Advertising Standards Authority (ASA). The ad (pictured, right), which is currently running on the London underground and features a line of hermit crabs each answering “Me too” to the statement “I’m selling my house on Zoopla”, upset many people on social media because of its unintended link to the global #metoo movement triggered by the revelations of sexual harassment within the Hollywood film industry. Hundreds of people took to Twitter to vent their anger, calling out the portal for “for misrepresenting the hastag #metoo” as one post put it, and that it was in “poor taste” and “repulsive hijacking”. But following the complaint to the ASA, a spokesperson for the advertising watchdog disagreed, saying that “while the ad does use the phrase ‘me too’ we consider that viewers of the ad are likely to interpret its use as the crabs all agreeing to sell their houses on Zoopla, rather than a reference to recent sexual harassment claims and the resulting #metoo campaign”. Several Twitter accounts also rose to the defence of the…
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OnTheMarket flotation to go ahead, raising £30m
OnTheMarket has finally revealed its flotation which will raise £30 million of the £50 million it has hoped to receive from the City, three years after it first launched. The 18.2 million shares it is to issue via its public offering are priced at £1.65p each and will start trading on AIM stock market on February 9th, valuing the newly-created OnTheMarket plc at £100 million. Up to £25 million of the cash raised from the share issue will finance a marketing battle with ZPG and Rightmove, while the rest will be spent on an enlarged agent sales team and improvement to its IT systems. The share issue reveals that although the “quality investors” it refers to in his comments about the public offering have been willing to invest in the portal, its initial hopes of raising more money have not been possible. Agents who list on OnTheMarket, based on their branch size and how long they have listed with the portal, were given equity in the company in return for giving up their membership in the original mutual organisation. CEO Ian Springett says: We believe that the new capital, together with our ongoing revenues, will support our strategy to build…
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ZPG signs up four more big agency brands to multi-year deals, including YOPA
Zoopla parent company ZPG has revealed its latest set of multi-year tie-in agreements with agents including its first with a hybrid operator. ZPG says it has signed ‘long term’ agreements with the agents, which are likely to be similar to ZPG’s recent deals with the larger agency networks and last up to five years. The named companies involved are all South of England and London agents; Foxtons, Dexters and Andrews plus online agency YOPA. The agreements usually offer agents more stable pricing structures in return for committing to advertise all their properties on ZPG’s two main portals, Zoopla and PrimeLocation. Although ZPG won’t reveal the nature of each agreement, they are either simple no-frills listing deals or include elements of services provided by ZPG’s business-to-business brands such as the Property Software Group and Hometrack. 200 branches The latest deals will keep 200 branches within ZPG including the 70 apiece that Foxtons and Dexters each operate, and Andrews’ 60 offices. Yopa doesn’t have any branches but like Purplebricks has local agents who work from home. These number 102 currently, spread across nine regional teams. “We’re delighted to extend our relationships with each of these firms for the long term,” says Mark…
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Purplebricks vs allAgents – who is the real ‘rogue one’ in this one-star war?
Agent reviews website allAgents has come out fighting after Purplebricks yesterday said its experience of the site had “been very poor”. The hybrid agency went on to say that “we have never sought or had any commercial agreement with allAgents and we have no desire to work with them in the future”. But the reviews website, which has been in dispute with Purplebricks since at least September after the agency challenged whether negative reviews on its website were true or not, is not taking the criticism lying down. allAgents says it welcomes Purplebricks statement that “they don’t want to work with the UK’s largest independent review website for the property industry” because the only people allAgents wants to work with “are consumers”. “When it comes to the 300,000 reviews on our site, we don’t want to work with Purplebricks, or any agent for that matter,” says allAgents director Martin McKenzie (pictured, left). “We work for the consumer. Unlike other sites, we have no commercial agreements with agents, which is why they are a fair reflection of consumers’ experiences – good and bad. “We’ re a business of course, and agents pay us for such services as branding and property listing…
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