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OTM inks huge media deal with UK’s largest newspaper owner

Portal says deal gives it enormous access to Reach's vast range of national and local newspapers and websites.

Nigel Lewis

reach brands otm

OnTheMarket (OTM) has signed an advertising partnership with newspaper giant Reach that will see the portal splashed across the media company’s newspapers and websites.

Reach is the UK’s largest publisher with nine national newspapers including The Mirror, Express and Star as well as 110 regional newspapers including the MEN, Liverpool Echo and Bristol Post and myriad news websites including Birmingham Live and the InYourArea network.

The partnerships will give OTM access to 80% of the population via Reach’s advertising platforms, sponsored newsletters and digital content.

As part of the deal, Reach is also to offer OTM member agents a bespoke turnkey social media service to handle their Twitter, Facebook and Instagram accounts.

The deal is part of a fresh approach being taken by the portal since former agent Jason Tebb joined as its new CEO in December, and in recent days the portal has been using its own Twitter account to tease followers with ‘We’re Changing’ messages.

onthemarket“Our new relationship with Reach will significantly boost our consumer engagement as well as providing a valuable platform to support our estate agents’ brands via social media campaigns on a hyperlocal basis,” says Tebb (pictured).

“This represents ‘best in class’ local coverage to support our brand, which is what our agents have been telling me they both want and need.”

Terry Hornsby, Group Digital Director of Reach plc comments:  “Jason’s vision for the future direction of OnTheMarket is perfectly aligned with the Reach strategy to create hyperlocal, hypertargeted consumer experiences.”

March 31, 2021

2 comments

  1. It’s along time since I fully agreed with the comments on here but I’m also left scratching my head !

  2. OTM has just announced that it has a commercial partnership with the Reach group which has a stable of well-known publications, the strategy is to give OTM agents a better connection to the general public, I however am scratching my head at what this means?
    As estate agents turned away from giving the press publications its cash a long time ago, it seems curious that agents will now be paying a property portal and supporting the coffers of Reach, you could not make this up. I am a little lost on why this would be of benefit to anyone apart from the account managers at reach?

    To me all it seems is that Reach now have access to the details of all OTM agents who will be badgered for an extra spend on top of their usual digital spend. Having dealt with a few of my own clients recently who had been looking at Reach as a way of targeting their market, the proposed spend was eye watering.

    My thoughts would be that if agents want to go back and support a press publication – they are better off setting up a collective, and using this buying power to get a favourable and reduced rate. But maybe OTM has agreed such terms. The devil as they say is always in the detail.

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