Glossy magazine Country Life and OnTheMarket have agreed a portal partnership that looks set to squeeze out corporates.
While the likes of Countrywide’s John D Wood and Hamptons brands will still be able to advertise in the magazine if they wish, they cannot list properties on the Country Life property portal, which as of last week is powered by OTM.
The new deal creates a co-branded online UK property search on the magazine’s website.
The function brings to an end an unsatisfactory stalemate for the UK’s high-end agents which meant they could advertise in the magazine but not on Country Life’s portal because of OTM’s ‘one other portal’ rule.
Country Life now have the satisfaction of seeing their main agents, including Knight Frank which always has the first page of advertising in the magazine, back on its website.
The deal also means further coverage for all OTM agents – not just the magazine’s advertisers – who will now have all of their properties listed on the Country Life portal, which was previously powered by Homeflow.
OTM said that the strategic move had been welcomed by its 5,000-plus member agents across the UK.
Country Life launched its property portal in 2007.
Its traditional advertisers include Knight Frank, Strutt & Parker, Savills, Winkworth, and the likes of Hamptons International and John D Wood – the latter two being Countrywide’s upmarket brands which are not on OTM.
When OTM launched, its ‘one other portal’ rule encompassed the Country Life portal, meaning that OTM agents could choose to advertise on Country Life, but if they did so, could not use both Rightmove and Zoopla.
In practice, the agents mainly dropped all portals in order to stick with Rightmove.
Country Life, whose advertising agents in the magazine now almost inevitably carry the OTM logo, has publicly acknowledged that OTM has grown in influence.
Jean Christie, Country Life publishing director, said: “The property market has always been one of our key priorities, both in our weekly magazine and online.
“We work closely with high-end agents to provide a unique environment that attracts a discerning and high net worth audience, who have the money to invest in beautiful houses.
“We’ve seen the tremendous success of OnTheMarket in attracting so many of the leading prime agents in the UK and we envisage the business continuing to grow.
“We see a major opportunity for our readers, for our website users, for our agent advertisers and for our business in providing a co-branded online search service, powered by OnTheMarket.”
Ian Springett, chief executive of OnTheMarket, said: “A recent issue of Country Life carried 53 pages of prime property advertising from agents and 52 of these pages were from members of OnTheMarket.
“It makes excellent commercial sense to build on the common interests of our two businesses, our member agents, their clients and the broad property-seeking public.
“Visitors to the Country Life website will be able to access the properties listed by all OnTheMarket members across the UK.”
It is not yet clear how the corporates’ upmarket brands, and other non-OTM members, will view advertising in Country Life magazine if they cannot be on the new co-branded portal.
The latest pre-Bank Holiday edition of the magazine is very thin on advertising, carrying just nine pages. Not one of the few advertisers is a non-OTM agent.
This was rumoured a while back but I didn’t think they would have the nerve to go through with it. If anyone needs confirmation that this is really about the top end and London markets, here’s the proof. Evening standard next I suppose!
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Hamptons , knight frank , John D Wood … I’m not sure sure they make up all 5000 branches of the membership , I wonder how much of the normal 3 bed Jo’s money has been used to power this upmarket portal for the board members …….
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http://www.gov.uk/government/news/cma-completes-probe-into-advertising-of-estate-agents-fees
Sounds like Cartel restraints on others in the market all over again.
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Its nothing like a cartel!!!
Please Trevor stop trying to call OTM a cartel!!!!!
I am not even a member of OTM, If i want to be in country life all i have to do is join OTM, Its a commercial business choice!
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Exactly my point. To now get in the Countylife portal YOU WOULD HAVE TO JOIN OTM/AM which thus makes this JV cartl like. So please stop thinking it’s not like the Trinity/Three Counties cartel.
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“To now get in the Countylife portal YOU WOULD HAVE TO JOIN OTM/AM which thus makes this JV cartl like.”….Trevor you do realise that Zoopla run the search engine for the Digital Property Group so to get in the Daily mail portal you have to join Zoopla?
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Paul. Daily Mail arr main shareholders in Zoopla. As such its their own outlet.
Has AM/OTM acquired Countrylife and not told anyone 🙂 if not then CL and AM/OTM as unrelated entities are cartel like colluding where CL are banning online only agents/non HgSt agents from their portal.
So the difference is about relationship where one party supports anothers banning rules.
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Grasping at straws ….
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Trying to boil a potful of make-believe bunnies, more like…
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And ignorance sunk the Titanic 🙂
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Did it?
I always thought it was an iceberg.
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Nice one Paul (PB)
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Trevor with comments like that you are rapidly losing all creditability!
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Losing?! ….long since gone I would say.
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Three dislikes? Trevor, Trevor’s wife and………?
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…and Trevor’s mobile device, of course!
And tomorrow he can ‘Dislike’ you another three times when his cache empties.
Play your cards right – he will even have a wild stab at your identity… ;o)
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Love it – Ive just added a like above RealAgent 🙂
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Trevor are you jealous how well OTM has started compared to INEA? It doesn’t help INEA forces people to register to view properties. Give up now and save some face.
All traditional high street agents should support OTM and ditch every other portal asap. Supporting portals who support online bucket agents does not make good business sense.
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OTM is a wrong structure to break RM and Z Herb. Throw £10m at the wall and some of it will stick. Equally, many agents I see who are/or were on OTM have said that compared to RM or Z, enquiries are near non existent.
Equally CMA have said a few times now that they haven’t gone away and that they are monitoring OTM/AM. As such ‘not gone away’ could indicate they feel concern to monitor. The Trinity cartel situation isn’t that far different.
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Who does this cartel affect Trevor? Is anyone being wronged by it? Is any member of the public disadvantaged by their agent being part of AM and listing on OTM?
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Hi Robert the simple answer is ‘YES’ ————–they could be. Cartels disrupt other traders in a market place. As such a agent who may of advertised a clients property in the Countrylife portal CAN’T if all thats allowed in is AM/OTM agents listings.
The commercial rules that AM set as such exclude online agents and agents who feel CL + RM + Z would increase exposure.
So consumers as such would not be able to go to a singular agent to gain CL + RM + Z exposure.
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I’m sure this will be one of many partnerships – I wouldn’t be surprised if thy are in talks with more newspapers/magazines – great way to drive traffic to OTM and increase hits! Zoopla built their traffic in exactly the same way!!!
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Im sure your right HJ12 . It just so happens that the one that all the board members advertise in that deals with exclusively top end property happened to be first .Ask Ian where is he upto with the negotiations with The Sun next time you see him ?
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Unfortunately Danny you’ll find Z already partner with the sun and many more publications! OTM have to start somewhere – Countrylife is a very credible brand and I would assume have a high hit rate to their site.
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I expect further strategic developments, if these are forthcoming and serve the estate agency industry UK wide, then I will be happy that OnTheMarket.com is not standing still. OTM are there to serve all members, small, medium & large… as members we will be judge & jury…. those not on board that comment do so with a different agenda.
I expect a comprehensive update from OnTheMarket.com on the 26th January 2016.
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So we are saying lets wait 4 months to see what else happens. Id be interested to know what chunk of the £7 million budget was used to secure this deal and what percentage of the OTM members sells houses that will be seen at all on the Country life website. Im not imagining there will be alot of searches for 3 bed semi in Wolverhampton !
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No danny….. I said I expect a comprehensive update on the 26th January 2016.
For me, 1 Year will have passed and as a paying OTM Member I want a detailed report rather than a Press Release or Statement. I would have thought most paying OTM Members have taken a similar view….. let OTM develop over Year 1 and then examine progress.
The circus that surrounds press releases & statements holds little interest for me. Actual progress and detail, strategy, future development etc outweighs blind emotion….. contrary to what some may think.
As I watch Zoopla’s change of direction I have no wish to be part of that.
As I watch Rightmove reach out and say comforting words I see no evidence of those words being backed up with action.
As I watch Mr Springett I know he has to report/account at the close of Year 1 and it is the detail which will matter to me.
Waffle is easy to spot.
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Why wait a year, 1 member 1 vote …which way did you vote on this use of resource and members money ? Id be interested to hear ?
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danny… remind me….. who do you work for?
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Myself …. Thats the point ….
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Nothing to do with a cartel, however those on the board look after those on the board, its happened in the past and its happening again, the comment about Wolverhampton is right for all the wolverhamptons around the country, this move is for no other agents than those at the top end and aren’t those the ones on the board?
It’s a big reason why myself and many other middle market agents haven’t joined and springett needs to heed this sooner if he wants more members because it will come from mid to low price range agents only if they see support for all ranges not just the board!
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Everything to do with CARTEL like restraints between two entities
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Remember that OnTheMarket.com members are not in it for the money….. we are in it for our industry….. and we remain judge & jury on its performance.
As I’ve already said in this thread, the detractors and disruptors have an entirely different agenda…… as both Rightmove & Zoopla are in our industry for their shareholders and the 3rd Party Hanger On Listers are clinging on for their hoped for Golden Sale Payout!
It’s embarrassing to watch the Listing Vultures picking away in order to line their own pockets. When crowdfunding projects are subject to legislation and the law of the land the money tap will slow to a drip!
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Wrong GPL, OTM have asked me and many others for a letter of intent/commitment so we are to a smaller degree the judges and I for one would not be happy as a paying member let alone as a possible soon to be member to see the likes of board members looking after board members first, country life could well fit in with some of my properties but would not suit all of my clients so this doesn’t sit well with me nor I suspect any of those that sit in the same market position but lets see if otm and the board actually look at something that fits all because at the moment you are off kilter.
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Stevie…. one size fits all? …..never going to happen, however I knew that when I joined OnTheMarket.com on Day 1 …..most likely so did the majority that joined however the actions of those that joined ensured thatyou have a choice to join the alternative or not as OTM is actually here.
As I see it there are bucket loads wrong with The Duopoly offerings….. just take a look at any listings page and see the issues staring at you.
I’ll judge my position as a member of OnTheMarket…. I did with Zoopla and chose to leave…. and as Rightmove dims its focus on its members and our industry I will no doubt take the same decision with them.
In the end it’s up to OnTheMarket to assert itself as a real alternative for portal advertising…. if the undecided stand gawping at the roadside then virtually every bus that passes them will be a Rightmove one…. as we know, Zoopla buses are very infrequent.
Year 1, 2 etc with OnTheMarket.com will be milestones in one sense however they will also be an appropriate time to consider their annual performance…..the circus inbetween is just that. I would suggest that Ian Spingett & Co will be acutely aware that OTM Members are not likely to stand idly by…. unlike the undecided who want their cherry on top before coming aboard.
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“OTM said that the strategic move had been welcomed by its 5,000-plus member agents across the UK.”
If they say so…
In response to the ‘danny’ types above who seem to want to voice a problem with “…this use of resource and members money…” – care to post how much you are speculating the amount to be?
And why it is so much of a concern to you on behalf of Members of something you state you have little or no wish to be part of?
Oh – and in response to Mr Mealham – just thought it only fair to point out that this site has already banned one deluded #bunnyboiler for all the right reasons.
As is clearly evidenced above, even some NON-Members of AM think you’re tipping over the edge on this one, Sir.
Stick to what you do best – shamelessly plugging your B2whassname malarkey to a world crammed full of disbelievers.
Thank you in advance for the ‘Dislikes’…
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PeeBee (Paul) – Im only stating the facts. But I guess the Three Counties Agents and Trinity couldn’t see issues prior to their fines either. Just quoting the facts sir. ….
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You are stating YOUR interpretation of SOME ASPECTS of “the facts” you loosely refer to.
Only those aspects that fit, that is.
BIG difference.
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Not at all PB. I’m stating very close to the facts. ……….
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“I’m stating very close to the facts”
So not THE facts, then – just VERY CLOSE to them.
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I actually think this is an interesting development. It makes little or no difference to those of us standing on the KF and Savills coat tails, but it does pose an interesting quandary to the Countrywides with their high end brands because I think they are already losing out to OTM agents in their markets and this, is only going to serve to widen that divide. It could of course turn out to be nothing or it could be a very clever move and the hand that drives Countrywide into dropping Zoopla and moving towards OTM.
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Lots of interesting perspectives raised on here, however who really cares about Country Life – the vast majority of agents aren’t in it or on it and I’d love to know the stats of how many people actually list or buy a property because an agent is on the Country Life portal – Its old hat, Knight Frank and Savills are so co-joined they might as well be married and have presumably flexed their muscles with Country Life over a lovely afternoon tea at Claridges or whilst out shooting grouse in Scotland – which is a world away from 98% of the UK’s agents.
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Oh, dear… topic of the day down the other pub seems to be that one of their shouty regulars is making an awful song and dance about this to Country Life – wonder who that could be…
Funny, innit – conversations you either overhear or get involved with in pubs?
I remember a chap propping up that bar who was gobbing off profusely, advocating collusion between Agents to drop individual portals to save on portal charges.
I think I need to rummage4 a bit – it’s amazing what you can find left in the sawdust and fag-butts of the bar floor…
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Zoopla lose another agent – Chestertons
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