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Online marketing strategy vital for estate agency success

The printing industry has been in decline in recent years as companies divert marketing spend from traditional print media to online platforms.


zoopla_screenshot copyWith the vast majority of property searches now starting online, as reflected by the fact that most estate agents now receive the majority of their leads via website listings, many homeowners are now demanding that their properties are advertised on the main property portals, new research shows.

A new survey of over 4,000 homeowners by Zoopla Property Group (ZPG) reveals that 94.2 percent expect their agent to automatically maximise the marketing exposure of their property, which includes listing the property on the major property websites.

The survey, conducted earlier this month, found that almost nine in 10 homeowners would expect their property to be advertised on at least one of the major property portals, particularly Rightmove or Zoopla.

rightmove-screenshotMore than 90 per cent of those surveyed confirmed that they conduct their property search primarily through property websites, with Rightmove most popular among those surveyed.

Intriguingly, a large proportion of respondents – 41.5 per cent – stated that the property websites the agent advertises on is the single most important factor in choosing which estate or letting agent to instruct, suggesting that more homeowners are becoming more marketing savvy.

lawrence-hall-zooplaLawrence Hall (right) of ZPG said, “This latest data shows clearly that homeowners expect their properties to be marketed as widely as possible and that agents who choose not to are operating with one arm tied behind their back when trying to win instructions. It also shows just how far local print has fallen and property websites have risen in terms of importance with sellers in a relatively short period of time.”

Meanwhile, ZPG has appointed Vin Murria as an independent Non-Executive Director, the company announced last Friday.

Murria, who left her position as Chief Executive of Advanced Software Group earlier this year, will assume his new role from Wednesday 1st July.

But while Murria, who has won various awards, including the coveted Quoted Company Entrepreneur of the year 2014, accepts her new job, Clive Rook, Managing Director of Rook Matthews Sayer, has decided to step aside from his role at another major property portal.

otm-screenshotHaving helped guide Agents’ Mutual through the critical development and launch phases of OnTheMarket.com, Rock stepped down from his role as Non-Executive Director, as anticipated, at a recent AGM.

Despite not seeking re-election in order to able to focus more time on his estate agency business in the North East, Rock insisted that his company “remains one of its [OnTheMarket] biggest supporters”.

“I have very much enjoyed being a part of the Agents’ Mutual board,” he said. “I take great satisfaction in what has been achieved so far and remain firmly confident about the prospects for the business.”

He continued, “From a standing start, OnTheMarket.com has, within its first four months, already become an essential destination for anyone searching for residential property. I have no doubt that its momentum will continue to grow as it challenges the established duopoly of Rightmove and Zoopla Property Group.”

June 25, 2015

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