Zoopla overtakes Rightmove for first time in public awareness, claim

| Rosalind Renshaw

Zoopla says it has now achieved a record level of national brand awareness and now leads UK property portals in terms of both prompted awareness, overtaking Rightmove for the first time, as well as spontaneous awareness.

According to the Zoopla site yesterday, research conducted by Harris Interactive and questioning over 1,000 adults across the UK between 25th-29th April, shows that on prompted brand awareness, where consumers are asked if they recognise certain brands, Zoopla has now taken the top spot among UK property portals.

It has national brand awareness of 87% against 83% for Rightmove.

In terms of spontaneous brand awareness, where consumers are asked which property websites they can name, Zoopla also came out on top at 45% versus 40% for Rightmove and 4% for OnTheMarket.

Other interesting data revealed by the research shows that usage of property portals in the UK is at an all-time high with almost half the population (47%) having used a property search website in the last 12 months.

And 62% of those questioned claimed that the portals an agent advertises on would factor into their selection of an agent when selling or letting their home, up from 53% earlier this year.

When asked which property search websites they had ever used, Rightmove remains ahead on 50% versus 46% for Zoopla and 6% for OnTheMarket. But Zoopla’s latest advertising campaign is clearly working with 43% of those questioned having seen a Zoopla ad recently versus 30% for Rightmove and 6% for OnTheMarket.

Lawrence Hall of ZPG said: “We’re delighted to see that our ongoing investment in both our product and marketing is delivering record levels of brand awareness and hence exposure for our members.

“Consumers increasingly recognise that we are the most useful resource when looking to move home which is resulting in record levels of enquiries and instructions for agents listing on Zoopla.”

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28 Comments

  1. RealAgent
    May 12, 2016 at 08:25

    So Zoopla firstly has to commission a poll to see how well known it is, secondly claims victory with a percentage that must surely still be within the margin of error for any poll undertaken online, and thirdly fails to actually to actually say how many people were actually surveyed. Was that 1000 from I would guess what over 4000 that would need to be surveyed to get 1000 replies or was that 1000 surveyed of which you would get say 250 replies.

    Either way it smacks of desperation to me.

    Report
    1. 1stTimeBuyer
      May 12, 2016 at 10:01

      People commission poles all the time, hell, the Government with out tax money.  I’m not sure how else you expect businesses to find out this information, perhaps wait in the hope that someone else happens to commission one?  I’m sure they would be more than happy if you commissioned the poll RealAgent?

      “Questioning over 1,000 adults”… self-explanatory, not sure what your issue is.  Seems a bit of an odd and reaching response.

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      1. Romain
        May 12, 2016 at 11:54

        > People commission poles all the time

        I blame the EU.

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  2. WGC
    May 12, 2016 at 08:40

    what a complete  load of garbage – wo betide those who revel in their own rhetoric!

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  3. PeeBee
    May 12, 2016 at 08:53

    Meanwhile… elsewhere…

    An independent survey carried out by Norfolk&Hope TurkeySurveys Ltd – a company with nothing whatsoever to do with Bernard Matthews – reveals that December is a turkey’s favourite month.

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    1. MarkRowe
      May 12, 2016 at 09:59

      It’s not often I laugh out loud at comments, but this had me in stitches!! 🙂

      Report
      1. PeeBee
        May 12, 2016 at 13:32

        Why thank you, Mr Rowe!

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        1. PeeBee
          May 12, 2016 at 13:35

          Meanwhile, two Zoopla employees ‘Disliked’ my comment.  Probably too tongue-in-cheek for their tastes.

          Guesses as to who they may be, anyone…?

          ;o)

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          1. Robert May
            May 13, 2016 at 06:15

            You’d think digital people would know that pressing Alt F4 then clicking on a username reveals their email address wouldn’t you?

             

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  4. mrharvey
    May 12, 2016 at 08:59

    Lies, damned lies, and statistics.

    1) RM
    2) Z
    3) OTM

    ^ Pretty much the only figures I trust will say that ^

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    1. 1stTimeBuyer
      May 12, 2016 at 10:05

      Commissioned pole or uneducated guess?  Just curious…

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  5. Peter
    May 12, 2016 at 09:13

    So, Rightmove ahead on site visits but behind in brand awareness.In other words, we know Zoopla but prefer Rightmove.

    At lease OTM are consistent, albeit in third place – for the moment!

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    1. Digital Expert
      May 12, 2016 at 09:32

      Third?

      1) RM
      2) Z
      3) Prime Location

      Then I’d hazard a guess that PurpleBricks etc are way ahead…then OTM.

      OTM just don’t figure in the eyes of the public. You’re kidding yourself if you think it’s in third place.

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  6. OverHalfWay
    May 12, 2016 at 10:08

    Zoopla and PurpleBricks should be political parties, the spin they come out with is terrific, is Alastair Campbell involved somewhere?

    Their marketing departments must be the engine room of their businesses.

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    1. Digital Expert
      May 12, 2016 at 10:13

      Marketing should be the engine room of every business!

      Report
      1. PeeBee
        May 12, 2016 at 13:51

        Marketing should be the engine room of every business!

        Wrong – on so many levels.

        DOING THE BUSINESS is the engine room.

        Marketing the success stories keeps the fuel topped up – or severs the lines in a heartbeat.

        Depends how will it is done.

        Free lesson supplied courtesy of PeeBee.  Please note I’m not a Registered Charity – next one you’ll pay for.

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      2. Property Pundit
        May 12, 2016 at 18:19

        Now that confirms everything!

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        1. PeeBee
          May 12, 2016 at 19:05

          You’ll have to be a bit more specific, Property Pundit.

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          1. Property Pundit
            May 13, 2016 at 09:52

            It confirms that while you may be brilliant at IT, indeed an expert, it shows that you know nowt about running a business.

            Report
            1. PeeBee
              May 13, 2016 at 10:07

              ME???  I hope you’re referring to the OP.

              IT whizz? – not even maybe.

              ‘Expert’? – ain’t anywhere on my CV.

              Running a business? – I get by.

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              1. Digital Expert
                May 13, 2016 at 10:32

                Try setting up a business – regardless of product or service or innovation – without sufficient marketing. It will fail.

                 

                But I guess being on OTM, you already know that.

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                1. PeeBee
                  May 13, 2016 at 19:37

                  ‘…a business …without sufficient marketing… will fail.  But I guess being on OTM, you already know that.’

                  Now that’s a very interesting comment, ‘Digital Expert’ – because the @r$£ has been marketed outta OTM since day #1 and you and your buddies crow that it’s dying on that very same @r$£.

                  Where’s your logic now?

                  Up the same said @r$£, I would suggest.

                  You make it so easy.  The only thing you seem to know everything about is chuff all…

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            2. Digital Expert
              May 13, 2016 at 10:35

              Tell that to my established, successful business.

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    2. Robert May
      May 12, 2016 at 10:51

      If you think what Stephen Jury did for Emoov you could say he was the business.  If it weren’t for Stephen I really doubt they would be where they are. Now Stephen has left they have gone very noticeably quiet.

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  7. Property Paddy
    May 12, 2016 at 10:22

    ” Zoopla also came out on top at 45% versus 40% for Rightmove and 4% for OnTheMarket.”

     

    So how much do OTM charge to come third?

    Or should the question be how much can agents afford to stay with OTM

    Or Should Mr Springey consider opening his business to all high street agents on all portals and not allowing the onliners, as they do, OTM might get more loyalty even if they aren’t generating as many enquiries as the other two.

    Just a thought people

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  8. Ric
    May 12, 2016 at 11:38

    Oh dear….. like RM or OTM or not…… you’ve got to be delighted that Z are spending their time asking people if they have heard of them….. excellent money very well spent.

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    1. PeeBee
      May 12, 2016 at 13:40

      Indeed, Ric.

      I feel a fee increase coming on – beware the impromptu visit from your Zoopla rep, folks!

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  9. Clarkuk
    May 12, 2016 at 14:24

    Websites they have EVER used??????

    50% RM, 46% Zoopla and 6% OTM – that’s 102%

    Only 2% use more than 1 portal to search – to be honest I thought this would be much higher.

    Whenever I have asked the question I almost always get the “both RM and Z” so I expected it to be 25%+ crossover.

     

     

     

    Report
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