Little cross-over in leads from Rightmove and Zoopla, claim

| Rosalind Renshaw

An analysis of email leads delivered by Zoopla and Rightmove throughout 2014 shows much less duplication between the two than previously thought, Connells has claimed.

Internal data from Connells shows that of all consumers who sent email leads through the major portals, 93.8% were unique to either Zoopla or Rightmove with only the remainder duplicated between the top two portals.

Furthermore, said Connells, for the highest value market appraisal leads, 99.9% were unique, with just 0.1% duplication.

David Plumtree, Group CEO of estate agency at Connells, said: “With the recent launch of Agents Mutual, we were keen to confirm the value delivered to our network by the major property portals, reaffirming the low level of duplication of leads between the two main players, which has continued into 2015.

“The value of being on both Zoopla and Rightmove is clear, and remains the best choice for our customers and network of agency offices in 2015.”

Connells is a shareholder in Zoopla. Like the other corporates, it has not signed up to OnTheMarket.

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17 Comments

  1. Rayhan-GetAgent
    April 13, 2015 at 07:18

    So the story here is that people go to one portal to contact an agent about a particular property. And then 6% are confused enough to send a message about the same property from another portal?

    this isn’t news. This isn’t even credible.

    You know what would be news? What proportion of buyers originate from Rightmove, how many from Zoopla and how many from walk-ins/referrals?

    That would show truly what the value of each portal is.

    Disclaimer: I think agents only need one portal. Because we have a portal in the UK that is so dominant, having a second portal membership won’t help them sell any more property.

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    1. EHenderson
      April 13, 2015 at 07:49

      Such an easy statement to make, but with absolutely no substantiation. If that were the case then when agents switched Z/RM off at the end of January, then consumers will have just switched to sending leads from the other portal.

      This clearly isn’t the case as most agents I talk to who have chosen OTM have seen a definite and sustained drop in leads since the launch – with many massively regretting their decision.

      Consumers clearly have preferences when it comes to portals and they are (in order) Rightmove and Zoopla. Any agent who ignores this and pretends that they are completely interchangeable just simply does not get how consumers think – which is pretty shocking really.

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      1. Woodentop
        April 13, 2015 at 16:00

        Name the agents then, or is this another of those false statement your hiding behind?

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        1. EHenderson
          April 13, 2015 at 17:05

          Woodentop – I don’t need to name them. They know who they are and have the OTM logo in their email signatures…

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          1. Woodentop
            April 13, 2015 at 20:24

            If you cant corroborate your statements, one wonders as to the legitimacy of your claims. Says a lot!

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  2. interestedobserver
    April 13, 2015 at 07:46

    Agreed. Audience cross over – How many users visit both sites, who has what unique audience v competition etc-  is a story,  this isn’t.  Terrible.

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  3. ringi
    April 13, 2015 at 09:28

    Given I phone up agent after seeing a property on a portal.
    I also use the agents phone number I have on file, not the expensive 0845 tracking number the portal shows.
    I will also often ask about more then 1 property at the same time.

    So how can the agent tell where I saw the property – clearly more sales are coming var the portal then the stats show, but noone knows how many more.

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  4. RealAgent
    April 13, 2015 at 10:19

    “With the recent launch of Agents Mutual, we were keen to confirm the value delivered to our network by the major property portals”  

    So my question is why were they? It seems to me that you really only want to push out a press release when you want to influence someones thinking. So Connells motivation is either; they are getting pressure from clients that they are NOT on OTM or they are getting it from their OWN staff who believe they have lost instructions to those agents that have. The one thing that is certain is they wouldn’t have released anything were they happy with the situation currently. 

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    1. Digital Expert
      April 13, 2015 at 10:57

      Real Agent, I’ll have to ask you why would they have pressure from a client to be on a niche site that limits their exposure to mainstream market leaders?

      Also, why would staff be screaming for the same thing? Not exactly an instruction winner, is it?

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      1. RealAgent
        April 13, 2015 at 13:57

        Then why put out the press release DE?

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        1. Digital Expert
          April 13, 2015 at 14:06

          With all the noise (internally, to be fair – the public are nonplussed) around OTM, they want to demonstrate truths that they are doing more/better/smarter marketing than some of those they’re up against.

          I really don’t hear of anyone shouting and demanding to go OTM – quite the opposite. And this is what this is.

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          1. RealAgent
            April 13, 2015 at 14:12

            Were that true they wouldn’t feel motivated to say ANYTHING would they! So come on simple question, why do they feel they need to say this now? Who do they need to convince and why?

             

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            1. danny
              April 13, 2015 at 14:49

              Coutrywide are a listed entity and as such must prove they are doing their best for their shareholders…its that simple

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              1. RealAgent
                April 13, 2015 at 14:54

                So you think they need to justify to their shareholders why they are with Z and RM and not OTM then do you? Oh interesting.

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  5. Paul H
    April 13, 2015 at 11:13

    Almost two years since the Agents Mutual concept was discussed and after nearly 3 months since launch and we have what appears to be the first injection into the debate from the corporates who (for now) are heavily tied into Zoopla.

    I agree with Real Agent, WHY now?

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    1. EHenderson
      April 13, 2015 at 17:06

      Probably because the cracks are starting to show Paul…

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      1. Woodentop
        April 13, 2015 at 20:25

        Your arguments are covered in them.

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