Zoopla first, Rightmove second – that is how the public sees it, says new research

| Rosalind Renshaw

New research claims that Zoopla has maintained its lead amongst all property portals in the UK for national consumer brand awareness – ahead of awareness of Rightmove.

The research was conducted by Harris Interactive on behalf of ZPG.

It took place between October 13 and 16, and questioned over 2,000 people across the UK.

When asked what property search websites they can think of, Zoopla came top.

According to the research, Zoopla’s spontaneous brand awareness amongst all adults nationally currently stands at 38% versus 35% for Rightmove and 2% for OnTheMarket.

In terms of prompted brand awareness, where consumers are given brand names and asked to identify those they have heard of, Zoopla and Rightmove both had very high national brand recognition of 78% of all adults across the UK versus only 17% for OnTheMarket.

The data also revealed that when asked ‘Which of these property websites have you ever used?’, 45% claimed to have used Rightmove, 36% Zoopla and just 5% OnTheMarket.

Lawrence Hall of ZPG said: “We’re pleased that we continue to register top of mind with UK consumers which is a reflection of our strong market position and loyal audience.

“The levels of national awareness of the leading portals as household brands known by over three quarters of all UK adults is the result of many years and hundreds of millions of pounds of marketing investment.

“ We are currently working on a new national TV advertising campaign to launch before the end of the year which will further enhance our brand awareness and market position.”

The new figures compare with the last time the research was carried out in July, with spontaneous brand awareness standing at 38% for Zoopla (unchanged) versus 34% for Rightmove (which means awareness of Rightmove has crept up a little), and 2% awareness of OnTheMarket (unchanged).

This was EYE’s story then

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61 Comments

  1. GPL
    October 29, 2015 at 07:19

    Zzzzzzzzzzzzoooooooooooplaaaaaaaa……. sending consumers to sleep.

    Report
    1. harry hood
      October 29, 2015 at 18:03

      drip drip drip – and the money keeps bleeding away

      Report
  2. Typhoon
    October 29, 2015 at 07:24

    Brand awareness for Zoopla doesn’t put them on the top of the tree for users. Wonder what percentage of the survey’s respondents were in London? By the way you commented that Onthemarket’s share was unaltered but your numbers suggest it went up by 3%

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  3. PeeBee
    October 29, 2015 at 07:50

    Meanwhile, in an independent poll of 1000 turkeys, 86.87% believe Bernard Matthews to be a thoroughly nice all-round chap who they swear wouldn’t hurt a fly…

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    1. Digital Expert
      October 29, 2015 at 07:55

      So you class your customers as turkeys? Interesting.

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      1. PeeBee
        October 29, 2015 at 09:24

        “Digital Expert” – you’ve finally proved to the audience for once and all that you’re a prize pr@t.

        Time, I would suggest, to change your monicker to ‘Digital Export’ – and ship on out.

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        1. Digital Expert
          October 29, 2015 at 15:31

          Lighten up, PeeBee! It’s Christmas soon.

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          1. PeeBee
            October 29, 2015 at 16:05

            I don’t take my job lightly, Sir/Madam/Insert-preference.

            I don’t take my clients lightly either.

            Your comments, on the other hand…

            Weightless.

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            1. PeeBee
              October 29, 2015 at 16:54

              Don’t like the comment?

              Diddums.

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              1. Digital Expert
                October 29, 2015 at 17:14

                I didn’t ‘unlike’ it I’m afraid. Water off a ducks back my friend.

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                1. PeeBee
                  October 29, 2015 at 21:13

                  Didn’t say you did.

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    2. NewsBoy
      October 29, 2015 at 08:42

      Exactly.  So who carried out this earth shattering research – oh – that will be Hoopla!!

      Roll on Christmas.  I think we can all spot a turkey when we see one.

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  4. Digital Expert
    October 29, 2015 at 08:01

    This comes as no surprise to those who actually consider how consumers in 2015 look for property and research thoroughly during the process. Which is very nearly all of them.

    It’s no accident – it’s cost many millions of £’s to achieve.

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    1. NewsBoy
      October 29, 2015 at 08:54

      But have they got any money left to keep it up – probably not.

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      1. Digital Expert
        October 29, 2015 at 09:07

        I’d read some news, Newsboy. I wish I had Zoopla’s money.

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    2. harry hood
      October 29, 2015 at 18:06

      but isn’t 2% LESS than even the people who live and work around the property industry??

      there are agents and new house sales people who give the same dumbstruck look too

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  5. followme
    October 29, 2015 at 08:34

    Questioning everyone walking out off Zooplas HQ surely doesn’t count as research does it?

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  6. NewsBoy
    October 29, 2015 at 08:44

    I don’t know about other parts of the country but Hoopla are completely irrelevant here. It is Wrongmove or nothing for leads. However, at last, we seem to be getting about 15% of our leads from OTM.

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    1. Digital Expert
      October 29, 2015 at 09:19

      It’s no suprise you aren’t getting any Zoopla leads, being on Righmove & OTM, is it?

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    2. Gump
      October 29, 2015 at 10:57

      “It is Wrongmove or nothing for leads”

      “15% of our leads from OTM”

      So you get your leads from Wrongmove and OTM then!

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    3. PeeBee
      October 29, 2015 at 17:09

      Interesting comments above from ‘Digital’ and ‘Gump’ – both stating the obvious… yet the original poster AT NO POINT claimed ever to be on, or having been on, Zoopla.

      Can’t quite see the point of the point(s), chaps/chapesses.

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      1. Digital Expert
        October 29, 2015 at 17:16

        So how can he/she possibly comment with confidence on what Zoopla delivers if not a customer? Irrelevant only those that don’t participate.

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      2. Gump
        October 29, 2015 at 17:19

        I don’t mention Zoopla at all

        Apology accepted 🙂

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        1. PeeBee
          October 30, 2015 at 07:33

          I didn’t say that you did.

          That would be YOUR apology to ME, yes? Thanks for accepting on my behalf – I was otherwise unavailable to collect it in person… ;o)

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          1. Gump
            October 30, 2015 at 13:56

            In which case you must be able to see the point of the point I was making when I pointed out to newsboy the error in his point! 🙂

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            1. PeeBee
              October 30, 2015 at 15:00

              Eurovision say… Nil Point ;o)

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  7. jmeapps01
    October 29, 2015 at 09:06

    ‘The research was conducted by Harris Interactive on behalf of ZPG.’ Wow and Zoopla came top what a surprise!!! A surprise only surpassed by the fact that OTM managed to get 2%.

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  8. wilko
    October 29, 2015 at 09:41

    Ive just concluded my own portal brand awareness research and I was surprised by the findings;

    OTM 1st, Houser 2nd, Zoopla 3rd, Rightmove 4th. It’s only when you do the research that you find out exactly whats happening!

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  9. the message
    October 29, 2015 at 09:45

    all pr tosh, no story, move on.

    What will be coming today though is my 10 point Agents Mutual plan to reinvigorate OTM and make it a success. Lots of thought gone into it (genuinely) and I honestly think it will work….drumroll pls…I just need to do a bit of real work and will be back.

    peebee, gpl, et al,I guarantee that you will agree with at least 7-8 of them!

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    1. PeeBee
      October 29, 2015 at 09:47

      the message…

      I can’t wait.  Genuinely.

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    2. smile please
      October 29, 2015 at 10:10

      Looking forward to it as well. Can i suggest you post in “The Arena” as sounds like a good debate point.

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  10. Penguin
    October 29, 2015 at 09:49

    Keeping the poultry theme, Hoopla are dead ducks in my area, too.

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  11. StatementOfFact
    October 29, 2015 at 09:50

    Lies, its all lies I tell you.

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  12. lee10c
    October 29, 2015 at 09:51

    So its Zoopla Property Group doing research to ‘discover’ Zoopla is the best known portal. lol

    In other news, Cristiano Ronaldo’s personal research has discovered that he is the best footballer on the planet.

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  13. Zeus
    October 29, 2015 at 09:57

    Came off Rightmove 18mts ago business is very good and have saved 18k, Zoopla is performing for me.

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    1. IndAgent
      October 29, 2015 at 10:32

      This doesnt make sense… why stay with Zoopla if you are trying to strenthen OTM who are trying to weaken Zoopla?

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      1. Digital Expert
        October 29, 2015 at 15:28

        I can only guess that as they are an independent agent, they are doing just about whatever they want.

        Maybe overthrowing Zoopla isn’t the thing that gets them out of bed in the morning.

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  14. lee10c
    October 29, 2015 at 10:04

    The Research:

    ‘Hi, i’m Steve from Harris Interactive, i’m conducting research on behalf of the property portal Zoopla…. Now first question, can you name me one property portal?”

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  15. Stevie
    October 29, 2015 at 10:28

    Apart from you otm fella’s where is mr springett? we haven’t heard from him in quite a while, its not only his members contracts he doesn’t talk about, he has stopped giving us his BS about otm but then we are nearing jan 2016 and he isn’t nearing getting to position number 2 either but perhaps he meant in 2017 or maybe 2018-19?

    I wanted OTM to succeed but apart from a good start from the blocks it has stalled and the waffle can only last so long, you guys are the only ones now putting a fight up for it and I don’t blame you as its cost you time money and pride but where is he when you need executive support?

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  16. IndAgent
    October 29, 2015 at 10:33

    I agree… stand up Mr Springett and answer some questions.. If 2% is anyway near correct, we will all be retired by the time he hits target.

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  17. Paul House
    October 29, 2015 at 13:58

    “The research was conducted by Harris Interactive on behalf of ZPG. It took place between October 13 and 16, and questioned over 2,000 people across the UK.”……All of whom happened to be standing outside Zoopla’s head office with the Zoopla logo on the frontage, close to a bus stop with the zoopla logo on the bus shelter, with the number 4 bus pulling up that had the Zoopla advert on the side of it, whilst listening to a radio with the Zoopla advert playing.
    On the day, Harris interactive were also working with docudrama company ‘make believe productions’ and filmed the pubic being questioned as part of a new tv documentary out at Christmas called “look into my eyes, look into my eyes”. The interviews were all carried out by Paul Mackenna.
    We understand that no properties were sold or let during the making of this production but that there was a surge of precisely 2000 hits on the Zoopla valuation tool on that day.

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  18. Ric
    October 29, 2015 at 15:01

    I remember the days of doing a board count as a Corporate Branch Manager (some will be too young to comprehend the idea we used to drive down every street counting each and every agents boards) Sent out by Area Managers to count boards to let them know if you were doing your job right

    1 for me, 1 for them, 1 for them, 2 for me, 1 for th….. nah that was a bush…..another one for me….. oh that road has 2 for them…… think I will leave that road…… another for me, 1 for them……1 for me, that board for them is wonky…. not counting that …..oh this is great I will have the most boards you bet ya!

    Well done though Z – A high five from me! you well known brand you.

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    1. smile please
      October 29, 2015 at 15:05

      Ric i dont believe you were like that!

      Next you will be telling me you added an extra half hour onto your canvassing to read the paper 😉

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      1. Ric
        October 29, 2015 at 15:38

        no I didn’t, I never did, I wouldn’t do that; and the bookies was the only place I could park outside to double check the data collected and I only went in the bookies because the person behind the counter was thinking of selling,… Pfft….. honestly….. excuse to skive…. never!

        Now sushhhhh – I am trying to watch a box set 😉

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  19. Tuf Luv
    October 29, 2015 at 16:06

    Dude the most recognised portal not being the number one portal is just like Russ being a hero to all slightly overweight slightly uncool guys everywhere (takes one to know one), the sacrifice is the same; its just theres no real prize.

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  20. the message
    October 29, 2015 at 16:07

    Ok, so here goes, this has been as much waited for as the Chilcott enquiry, and probably will be as long. Please sit back, enjoy and try to make it to the end.

    Context. OTM.

    What all agents can agree on. The concept of OTM is great – a website that allows us to leave both R and Z, and for a fraction of the cost get everything we got from them, with the certainty that prices stay very low, and we don’t allow virtual agents on, thereby destroying their chances of any kind of success.

    I am genuinely trying to be objective here, and I hope that even the most die hard OTM dullards will accept that something has to happen over the next 6 months or so to shake up the stalemate that has settled in, whereby OTM have insuffcient funds to make a huge marketing splash and grab traffic, insufficient properties listed to wow people who arrive, and not enough gizmo’s on the site for the people who are used to more. We also have a situation where R is powering ahead.

    And all the OTM fans can like it or not, but something needs to change to convince me and my ilk to take the risk and join. It would take me the below, and like it or not many agents are in my shoes, a damn site more agents feel like me than they do like you, so stop pontificating and start listening!

    OK, here goes:

    1 Chairman – appoint an independent chairman, experienced player in space, no current affiliations, who can be therespected and independent elder statesman

    2 Board of Diretors. OTM to have c.4 directors appointed by shareholders. Their reappointement to be agreed annuallly by a vote. ANyone free to stand, initial decision made by a vote of all goldmembers.

    The reason for these first two is to put a more sensible corporate governance framework around things – members have the confidence that there is a robust infrastructure for accountability, they can rotate directors on an annual basis, and we lose the stench of rotting flesh that currently exists with a board packed with high end agents, and no independence. The high end can be guaranteed one board seat, given they kicked this off, but thats it

    3 set a sensible 3 year plan, stop making promises you cant possibly deliver. 3 years is a realistic timeframe to move into number 2 spot (and number 2 spot means by traffic/leads, nothing else- ultimately nowt else matters in relation to marketing spend)

    4 charge sensibly. The true value of OTM at the moment is about £50 (I am guessing here, dont have access to enough stats, but enough anecdotal evidence to kno its around this). So charge £100 a month, prices to rise in line wit growth of business. £50 a month is an “investment” in OTM’s success and the future benefit this brings, £50 or more is the value brought

    5 This might mean a reduction in revenues if you cant win more business in the short term. Fine, cut cloth accordingly. Some of this is easy as you stop chasing a short term dream, and part of this is sensible stuff around running a start up more efficiently than now. Again anecdotally, OTM is currently run like a mature business. Its not, its a start up tech business.

    6 DROP the exclusivity clause. a £100 a month fee will be low enough to drive lots of new members, and you have 3 years to catch Z up now, so take your time and do it right. Having a natural blocker on inventory growth is really stupid . Every member can push OTM to consumers and over time the brand will grow, traffic will grow etc, and people can then leave R or Z when it makes commercial sense to do so, not when they are committing commercial suicide

    7 Sort out more sensible packages for the senior execs. Yes, IS should earn a fortune if this is successful, and yes its impossible for him to do that if its a mutual and he cant own shares. But you cant have him (and a few others) taking out the vast amounts they are now. So bite the bullet, ditch the mutual, set up a standard ltd company, give him and mgt 20% between them. Rest is shared out amongst early stage investors, and new shares given fr each £50 invested going forward. Or put a couple of mission aside as a bonus for him/them in 3 years when the targets are hit.

    8 Move the HQ out of london – no reason to be there whatsoever

    9 drop the countrylife deal – there were no initial plans to be a whitelabel partner, this isnt an area we should be going down – focus on the core business, work on a better product offering, longer term brand building and back end services to members, ALL members

    10 ditto with overseas, a total white elephant and a sop to the high end guys – it stinks.

     

    Now I am not saying this solves everything, but we could have a business 2x the size in a month. Rip up the 5 year deals, offer people new 3 year deals with £50 a month charge for the future success (the investment), and £x a month based on the value generatd, starting at say £50, with regular reviews. Every agent hugely incentivised to drive people to the site, and we cans top worring about these ridiculous short term goals and behaviours that are really embarrasing.

    Cut costs, run it more efficiently, and sort out the corporate governance

    Do all of that, and we will be in.

     

    Apologies for all typos, writing on loo whilst hiding away!

    x

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    1. M Barnard
      October 29, 2015 at 16:40

      The Message – interesting thoughts and worthy of debate. Not sure how Gold members would feel about some of the points but that’s a debate for later.

      For now, you suggest losing the exclusivity but what are your thoughts about online Agents?

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      1. the message
        October 29, 2015 at 18:07

        I personally aren’t that worried or concerned about them, think all models will continue to evolve, and trying to beat something by not allowing to play is flawed, but I didnt include it in the 10 changes as would be happy to join if the ban stayed in place.

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        1. M Barnard
          October 29, 2015 at 23:00

          Fair enough. Thanks for your reply.

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    2. Gump
      October 29, 2015 at 16:53

      the message copy and post this into The Arena – It will be lost here in a day

      Or if a Mod is reading, you can do it

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    3. PeeBee
      October 29, 2015 at 17:23

      ‘the message’

      I think that the fourth and fifth paragraphs may well have cost you some of the readership (which you may well not give a rat’s @$$ about anyway…) but THIS ‘OTM dullard’ for one will have a darn good digestion of what you have proposed and respond accordingly – and objectively – at some point hopefully before midnight!

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      1. Gump
        October 29, 2015 at 17:33

        There response will likely be

        1 – 6 will be No

        7 – Will be Not a chance

        8 – 10 will be No

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    4. harry hood
      October 29, 2015 at 18:20

      fraction of the cost and a fraction of the leads

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  21. smile please
    October 29, 2015 at 16:35

    Thats not so much reinvigorating OTM but ripping it up and starting again 😉

    I understand your gripes with most the points, but those changes will not happen for a whole host of reasons.

    I think they need to focus on member numbers, and there really is only one way to do this which you address in point 4. They need to be much more realistic on membership price. They almost need to give it away to make it hard for agents to say no. Once they have the stock and the traffic then they can play around with it.

    I admire where they got to on launch but has now stalled.

    I have never really criticized  Ian Sprignett but i think agents do need to remember he is not doing all this because he loves agents and wants to stick it to RM he did this because he saw a ‘want’ in the market and a chance to profit from it. And he now has a guaranteed (rumored) £500,000 p.a. for 5 years (we would all like that). So he really does not need it to gain any momentum. If he delivered what he has set out he wants to then fair play to the fella but he has not yet and doubts if he will ……

    Out of interest any gold members reading this, how would you feel with new members coming on board only paying £100 pcm?

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    1. Ric
      October 29, 2015 at 17:11

      Wouldn’t have an issue personally…. if dropping the membership prices attracted lots of new members then surely this would be better than where we are now.

      Forget the argument 1 member at £200 is as good as 2 members at £100 each – that 1 £200 membership might bring 40 to 50 more houses to the site, yet the 2 members at £100 each may bring much more stock! and stock is key.

      If the UK was awash with people wanting to sell and New Instructions were at an all time high, I would possibly disagree as I think the strong agents will bring lots of stock to the site, however with so little stock around there is no doubt office numbers is more key than ever.

      Its a bit like fees (ey up I am ready for the onslaught) I would rather have 20 x 0.75% houses on my books than a couple of 1% to 1.25% because I was holding out for best fees, as the more I am seen to have and sell will bring more clients my way…. and I dare say OTM would also benefit by this.

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      1. smile please
        October 29, 2015 at 17:35

        Think you and if others agree with you should feed this back to your OTM reps Ric.

        Parts of the country OTM are charging £400 – £450 per branch. Where Z are charging £200 – Why would they change? (putting aside the “Its whats best for the industry as these thinkers have already signed).

        FYI the other pub have another “Letter” which makes interesting reading

         

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        1. wilko
          October 29, 2015 at 17:57

          Interesting points. What doesn’t make sense is the costing side. For OTM to get traffic it needs lots of cash to advertise to the public.

          It’s a chicken and egg situation. Most knockers seem to want it to be as good as RM/Z before they will consider it(happy to let others fund it – and then knock them for doing so), or they’ll have a go at £100 per month as long as they can carry on feeding both otms’ main competitors(reducing it’s chance of success).

          How on earth does enough advertising revenue get raised at £100 a month? No advertising revenue-no successful portal , full stop. And the knockers have been saying this from the start.

          Instead of coming up with a list of nonsense issues agents should get behind the project if they believe in the principles or carry on paying massive sums of money to the other 2……It really is as simple as that, however much people discuss the finer points of country life, London office, salaries, who’s in charge.

          If every agent switched to OTM on a set date then the fees would be circa £250pcm and every member of the public would be made aware that to look at property, you’ll find most of them on OTM.

           

           

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          1. the message
            October 29, 2015 at 18:01

            great points wilko, and just imploring agents who havent yet joined to join is really going to work.

            Sometimes in life if a plan isnt working, change the plan!!!

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          2. smile please
            October 29, 2015 at 18:07

            I think we agree … think anyway 🙂

            Instead of coming up with a list of nonsense issues agents should get behind the project if they believe in the principles or carry on paying massive sums of money to the other 2……It really is as simple as that

            I think in the most part people have decided this and thats the problem. Where does OTM go now? For me if OTM came back to me tomorrow and said “Listen pal, £100 per month but you need to drop Z and do it by Jan 16” i would probably sign up (as long as it was not a long contract).

            That way they get my support, they get my stock and also the letters of intent mean something as its too good to turn down. I also don think i am the only one that would agree to this, stock and agents would be plentiful, they would also get a nice amount to advertise with.

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  22. Nick Salmon, M.D. Property Industry Eye
    October 29, 2015 at 18:00

    This is now a topic on the ARENA portal forum. We look forward to seeing how the discussion develops and no doubt OnTheMarket/Agents Mutual will be interested too.

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  23. Robert May
    November 3, 2015 at 20:42

    Of the 1.2 billion Roman Catholics aware of Durex brand, not one of them are  official users.

    Report
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