Hitwise
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Agencies & People
OTM is here to stay, says Ian Springett
OnTheMarket.com (OTM) has hit back at claims that its portal is struggling to establish any meaningful audience levels. Just over three months since the launch of OTM, competitor portal, Zoopla, has claimed that OTM is failing to have a significant impact on the market by citing data from independent web monitoring firm Hitwise which shows that website traffic to OTM fell by 13.5 per cent in April. But Ian Springett (left), Chief Executive of OTM, has described Zoopla Property Group’s (ZPG) claims as “inaccurate and speculative.” He said, “It is a fact that less than 10 per cent of the agent members of OnTheMarket.com have chosen Zoopla as their other portal. And it is a fact that the Hitwise figure showing a reduction in traffic of 13.5 per cent in April is wrong.” OTM reports that it has attracted more than 10 million visits since launching over three months ago, and that traffic levels have remained buoyant in May to the extent that OTM has just experienced its highest ever number of weekly visits. To date, OTM says that its users have viewed an average of 9.3 pages and spent an average of 6.5 minutes per visit. What’s more, with…
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Agencies & People
Agents happy with OTM
Three months on from the launch of OnTheMarket (OTM) it has been claimed that the property portal is struggling to prove a hit with consumers, but estate agents listing properties on the website insist that they remain happy with OTM. Citing the latest data from Hitwise, the Zoopla Property Group (ZPG) claim that OTM’s website traffic has been in decline for the last few weeks, after peaking in mid-March, and that those agents that list their properties on the website are not receiving good value for money. Lawrence Hall (left) of ZPG commented, “At the end of the day, OTM is simply a marketing channel like any other and will need to ensure that its audience levels justify its fees. This is even more the case for OTM given that it has required its members to give up a huge audience. It is hard to see how agents can justify paying anything meaningful for marketing on OTM at these current traffic levels.” Ian Springett (right), Chief Executive of OnTheMarket.com, insisted that claims by ZPG that traffic to OTM is falling are “simply inaccurate both in terms of absolute numbers and trends”. “As flattering as it is to receive so much…
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Latest property news
Zoopla’s counterpunch
Zoopla’s PR machine seemed to go into overdrive last week to deter more agents from defecting to OnTheMarket.com (OTM), as stockbroker, Panmure Gordon, cut its stance on Rightmove to sell from buy and initiated coverage on Zoopla with a sell rating. Citigroup was also downbeat on the two stocks, reducing its price targets for both. But Zoopla insisted that it was unmoved by the launch of the OTM rival site last week, which only allows its member agents to advertise on one or the other of Zoopla and Rightmove, but not both. Just three days after the launch of OTM on Monday 26th January, Zoopla issued a press release stating that OTM had launched with a ‘wimper’ by insisting that the traffic to the new property portal had been ‘anything but exciting’. Making reference to data from independent web monitoring firm Hitwise, Zoopla said that on its first day, the OTM website attracted only 23,000 visits, with many of these coming from industry participants interested in seeing the website for the first time. Since then traffic to OTM had halved daily to 12,000 visits on Tuesday and less than 6,000 visits on Wednesday. This compares to an average of 1.5…
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