Zoopla says 100 branches have returned to it from OnTheMarket in last three months

| Rosalind Renshaw

Zoopla Property Group, owner of Zoopla and PrimeLocation, has said that over the past three months alone over 100 estate agency branches have returned to it from OnTheMarket

OTM said while it was sorry to lose any branches at all, the figure was ‘hardly spectacular’, representing only between 1% and 2% of its members.

OTM went live two years ago, in January 2015, enforcing a ‘one other portal’ policy, which means that agents listing on OTM can only advertise on one other property – effectively, making their choice either Rightmove or Zoopla.

The latest returnees to ZPG are said to have brought the total number of branches that left to join OTM and have subsequently gone back to ZPG to over 700, Zoopla said yesterday.

The recent returners include Bacon & Co (West Sussex), Jeanes Holland Burnell (mid-Somerset), Belvoir (central London), Porter Glenny (Barking), Dixon & Co (Stafford), Reid & Roberts (North Wales), Roberts & Co (South East Wales), Sheens (Essex), Hodders (Surrey), Corrie & Co (Cumbria) and Loveitts (Midlands).

ZPG has also reported an increase of 10% in total property listings advertised on its websites compared to one year ago.

Recent returning agent Ian Odam, director of Jeanes Holland Burnell, said: “In January 2015, we decided to join OTM after leaving ZPG.

“After two years of supporting the OTM project, we felt unable to sustain the membership with them any longer as we believed we were missing out by not listing our stock with ZPG.

“In December 2016, we re-listed with ZPG, and such has been the response, our offices have received as many leads in the first few weeks than we received in the previous six months with OTM, and on par with the number we receive from Rightmove.

“In this short time of being back with ZPG, we have also received and won valuation leads from them that we wouldn’t have ever received, had we not been listing with them.”

Mark Goddard, managing director of ZPG Property Services, said: “Our aim is to support our partners and offer the best value and results.

“Feedback from returning branches has been overwhelmingly positive and we are delighted that agents understand our value proposition and the advantage we bring them via our market-leading marketing platforms and software solutions.”

A spokesperson for OTM said: “It is well documented that thousands of agent offices have moved their properties and their listing revenue from ZPG to OnTheMarket since our launch.

“In September 2014, ZPG claimed to have 16,373 UK agency partners. In September 2016, it was claiming ‘continued growth’ with 13,373 UK agency partners.

“While we are naturally disappointed that any individual firm chooses to withdraw its support from OTM, the fact that ZPG attracted a total of 100 new offices over the past three months is hardly spectacular.

“It represents between 1% and 2% of our total UK agent numbers.

“OTM continues to grow both its agent office numbers and its consumer traffic year-on-year.

“The overwhelming majority of our members remain strongly supportive of our shared goal of building over time a market-leading alternative portal in the interests of consumers and agents alike.”

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61 Comments

  1. PeeBee
    January 26, 2017 at 07:06

    Have you noticed – doesn’t matter where you are – there’s always some brat whose sole purpose in life is seemingly to spoil the fun for everyone at a Birthday party?

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    1. I want to believe
      January 26, 2017 at 19:48

      I must admit that I was getting worried as a fully paid up member of OTM but I have to report that I have seen a dramatic increase in traffic and calls recently. Everyone keeps telling me OTM is failing or it’s dead in the water – I have to say I am less worried and the evidence is to the contrary, and what do I base this on ? Increased awareness and far busier phones.

      I expect the doubters to try their best to spoil the party – that’s what the Brits do right ?, but if the increase in traffic continues I think that the party will be far from over.

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  2. The Outsider
    January 26, 2017 at 07:36

    Happy birthday OTM!

    Since disrupting the marketplace 2 years ago, things have only got better:

    The public are now more than aware there are more than 2 property portals and with all the stock you have, go to agents who are using you first.

    Agents feel more in control of a site they part own.  No longer will the corporates dictate how the business should run, by making decisions to expand and invest in an overseas market in Northern Ireland, or start advertising in premium London magazines.

    Customers are queuing up to go with OTM agents because they hate seeing their property marketed across all available/bigger portals, and instead, adore the niche service that OTM provides.

    The cost of advertising on Rightmove has now fallen dramatically, and agents can  finally start dictating the appropriate price to pay, instead of receiving the twice yearly 10% charge increase.

    The decision to delay advertising on other portals for 48 hours is genius. The public love the exclusiveness of being only on OTM for a period of time.

    You took opensourcing to a new level, by making agents grass up competitors when they were advising on more than one other portal.  Why waste money on a compliance team when the backera will do the work to secure their investment?

     

    The model is one for which all new tech companies should look towards if they are to break into established markets, and I for one am crazy excited about the new innovations we will see from them in the next year!

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    1. Eamonn
      January 26, 2017 at 09:09

      OTM is the greatest thing that ever happened to Rightmove.  Why? Rightmove gained all the content and at the same time 2 years ago launched Its instant upload feed.

      The one other portal rule is its Achilles heel but it was on the right track with the  48 hour rule. Audience numbers are controlled by the amount and content and speed of delivery.   Thats why social media is so powerful, it’s quick and instant,

      OTM was afraid agents would see it like one of the many failed portals before it.    It failed to realise that being a mutual was a great USP. And the promise not to support high street agents,

      It needed to sign everyone up,  and when the time was right say to agents. ” take a bit of heat with customer and  list all your properties with us 72 hours before the other portals”.  “Goodbye Rightmove good bye Zoopla”.

      the board at OTM needs changing.  To them it’s now a fat pay cheque.  It  needs new direction. Give more confidence to non members that  it has a direction.

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      1. AgentV
        January 26, 2017 at 11:33

        But how do you achieve that? My understanding is it’s one member one vote. So why not get a collective together to call for an Extraordinary General Meeting. Can that be done under the constitution?

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        1. Eamonn
          January 26, 2017 at 19:11

          Provided it, was a defended strategy at outset then yes.

           

          problem now is that ZPG own  PSG making that a little more tricky than it would have been at outset

           

          great strategy move by them.  Control more content, lock customers in and Protect against OTM

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    2. Bless You
      January 26, 2017 at 09:49

      iam guessing the 50% of dislikers on Outsiders comment are the deluded idiots who don’t question anything and have no idea how business works..WHAT IS WRONG WITH YOU!!!!!!!!  sack CEO now of onthemarket and let zoopla boss run it…at least he has marketing skills.

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      1. Bless You
        January 26, 2017 at 09:53

        oh and until you let corporates on your dead in the water….your choice. the corporates and indepandant dopes need to work together to A) Kill Purplebricks and then B) Rightmove.

        ask yourself..if you didn’t do lettings, would you survive??  Bless you All

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  3. TheEndIsNigh20
    January 26, 2017 at 07:42

    We no longer have a OTM presence in Northern Ireland. Agents here wrote last year to well and truely QUIT. Its the best move we could have made. Back to business as before.

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    1. PeeBee
      January 26, 2017 at 12:26

      You’ve gotta love comments from those brave folk who jump up and down shouting what is basically an admission they were complete eejits and made a huge mistake – but all’s hunky chunky now thanks to the wonderful portal nurses who tended their wounds and made that nasty pain go away…

      …just by being there.

      “Back to business as before”…? I take it by that you mean waiting and hoping that someone sends you a lead of some description to maybe do something with (taking into consideration the reported statistic that nearly one in three ‘leads’ gets no attention from Agents).

      A stupendous example of quality reactive Estate Agency portrayed at it’s breathtaking best.

      Seems there’s a market to be dominated if anyone with a bit of initiative – and a single, solitary proactive bone in their body – wants to open up in NI, folks…

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  4. AgentV
    January 26, 2017 at 07:45

    It’s not about actual numbers ….it’s about trends. From all that is reported ZPG seem to be progressing and OTM grinding to some kind of a halt…..especially if they are not replacing faster than they are losing. I just wish they would acknowledge something needs to change ….and reinvigorate their appeal…..instead of burying their heads in the sand.

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    1. Bless You
      January 26, 2017 at 09:54

      they would have halted a lot sooner if they hadn’t misled 1000’s of agents into joining for 5 year contracts.

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  5. Thomas Flowers
    January 26, 2017 at 08:00

    Happy second anniversary today OTM,

    As a member I am surprised that we had no second anniversary update today?

    Zoopla have made one above?

    Not heard from Ian Springett for a while, has he retired on full pay?

    Time for OTM to come up with a new plan if they are to survive and thrive

    Time to consider a more dynamic and thrusting leadership team who have the will, ability and foresight to put into motion new initiatives that put the vast majority of their 1 and 2 branch members first.

    I really want OTM to survive for obvious reasons but it simply cannot be allowed to plod along with no energy, no leadership, no direction and no new or decisive initiatives?

    It would be incredibly easy to quickly turn OTM/AM round for the benefit of the whole independent sector including non OTM portal members but a new direction shall be required to achieve this.

    If you agree VOTE like for yes and dislike for no.

     

     

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    1. AgentV
      January 26, 2017 at 08:07

      I totally agree Thomas

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    2. revilo
      January 26, 2017 at 09:52

       

      ‘Happy second anniversary today OTM,

      As a member I am surprised that we had no second anniversary update today?’

       

      I got one by email at 7am Thomas Flowers!

      Have you paid your bill? 😉 😉

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      1. Thomas Flowers
        January 26, 2017 at 12:35

        Ok revilo

        I concede that error. I typed the above post prior to opening my emails.

        However, you would have thought that PIE would have had some sort of press release, even spin, if they had nothing positive to say?

        Yet another missed opportunity to back full service, no sale, no charge tradition estate agents?

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  6. smile please
    January 26, 2017 at 08:15

    At this stage hard to see the point of OTM let alone support it.

    Best advice is leave OTM And Z embrace the beast that is Right move.

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  7. Robert May
    January 26, 2017 at 08:21

    Wouldn’t it be better to concentrate on the basics? ZPG is not  just about the bits that without too much effort and commitment will make money, running a portal and utility switching business.   When Zoopla bought PSG they bought a responsibility to  agent customers, the people who make the whole process work.

    Amalgamating 4 or 5 legacy systems into one is  always going to be a challenge. the people who liked the way Core worked chose Encore over  Solex and vice versa.  The people who bought  WinMan bought it for the robustness of its accounting process.  The roll out of Alto does not appear to be going without its predicted challenges.  I’m not sure continuing the battle with OTM is helpful to anyone in the industry or the industry itself and so would respectfully suggest providing existing customers with a  stable system capable of delivering the full suite of  services to a very diverse customer base really ought to be the priority.

     

     

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    1. Eamonn
      January 26, 2017 at 08:45

      heads gone

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      1. PeeBee
        January 26, 2017 at 13:00

        Eamonn – please give us the benefit of your insight – how, in your opinion, from that single post, can you deduce that Mr May’s ‘heads gone’?

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  8. FromTheHip64
    January 26, 2017 at 08:30

    I just hope we never hear these spineless agents moan about Rightmove or Zoopla fees again.

    OTM was probably the one chance our industry had to free ourselves from the rightmove monopoly and ever increasing and ridiculously high fees. Nice one guys.

    We wanted it, we got it and now we’re blowing it.

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    1. AgentV
      January 26, 2017 at 08:40

      But if OTM were to respond now with new energy, direction and leadership they surely would still stand a great chance of succeeding. The appetite is out there amongst independents. AM and OTM just need to engage and reinvigorate. How about developing some new products, as Robert points out, and how about coming on PIE with regular articles for instance?

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      1. AgentV
        January 26, 2017 at 08:44

        I’ll tell you what, I’ll volunteer to write the articles for you (I have some experience as a local newspaper columnist) if you tell me what you want to say!!!

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        1. Bless You
          January 26, 2017 at 09:59

          and that is the problem….something strange is going on…i came off otm after a few months when i realised the other local traitor agents had no plan to come off rightmove…very strange people our supposed ‘older’ estate agents.

          I have not had 1 call off otm in the last few years….they just don’t care or know they cant sell something that they know is ****. (actually its a great product but its the strategy that sucks)

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    2. smile please
      January 26, 2017 at 09:47

      Actually “Fromthehip”

      I feel i have every right to moan about the fees.

      I have supported OTM and to be honest its a joke.

      Forget the search side of the portal – yes its clean, yes it works.

      Have you ever seen news stories making national press or TV from an OTM spokesperson?

      The adverts (when they are on ) are woeful – Why not listen to somebody like Ric who suggested instead of running a silly advert saying “look at our pretty properties” they actually do the same as PB and stick it to the onliners.

      No back office system developed instead they have developed overseas and commercial – 99% of their members have no need for it!

      Not once heard from my rep

      No talk of coming away from RM

      They have circa 6000 members part of Agents Mutual and have not utilized this one bit. How about affiliating with say Volkswagen saying we have 6000 offices can you do us a deal on company cars?

      All that is happening is some developers, managers are getting very rich off our fees laughing at us. We all know Ian Spriggnett reads these articles its how he recruited a large number in the first place but since launch 2 years ago he has been almost silent.

      *** IAN IF YOU ARE READING THIS, WHY SHOULD WE CONTINUE TO SUPPORT OTM? ***

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      1. Bless You
        January 26, 2017 at 10:08

        class idea: i can see it now:

        At otm we only let estate agents on who show you around property, organise a viewing by speaking and not emailing,,and don’t leave you to negotiate yourself…you could kill purpleshits in 1 advert if done properly…but…

        you have to let countrywide, connelss lsl etc on…after all they taught most of us how to do th ejob anyway…stop being so corporatist ( like racist but stupider)

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        1. smile please
          January 26, 2017 at 10:12

          FYI Corporates are allowed to join they just chose not to.

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      2. woodentops18
        January 26, 2017 at 10:24

        @smile please

        But you were one of the agents calling others to club together. Now youre being negative. You past said:

        A lot of negativity already, always was going to be a hard to get a group of agents together, its like herding cats.

        Never been one to do things buy halves

        I am an OTM member, I will be honest i am disappointed in a number of issues with them. Allowing agents that are based above a pub to advertise, lack of TV advertising, board members backing online options and yes the lack of leads. BUT I have signed a contract. I have gone into it knowing i am committed for a set period. And i will either stick to it or pay it up. End of the day these agents have signed contracts and should honor them.

        my answer is showing the industry can come together in support.
        Maybe that could be the start of agents showing they can work together and look to one day in the near future remove listings for good……..
        I and many others have not joined this group as they have not talked about moving away from RM so we doubt it will ever happen. Is this not a prime time to test the members and what they can achieve? After all they would be looking to do it at some point and this may very well see a leap in membership figures

        Remind us again Russell, how much profit does your online offer show and how much does Countrywide show?

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        1. smile please
          January 26, 2017 at 12:34

          You are right and they were my comments.

          I will of course see my contract out, i have no intention to cancel it. Unlike some i honor what i have signed.

          BUT – as Whaley points out in another scenario, when do you leave the husband that is beating you? when is enough enough?

          I have no interest in renewing my agreement with OTM when my discounted rate expires as the ROI is not there. More so they are not making any sounds which encourages me more to stay with them until i do see a return.

          I bet if gold members who signed up for 5 years could break their contract now they would.

          If an agent has not signed up to OTM now (2 years since launch) why are they going to do so now? – Makes no sense.

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    3. PeeBee
      January 26, 2017 at 12:57

      “We wanted it, we got it and now we’re blowing it.”

      Obvious question – but so far unasked – did you sign up to it, FromTheHip64?

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      1. FromTheHip64
        January 26, 2017 at 13:21

        Ex CW and now with an independent. We are with OTM, yes but not signed up by me personally.

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        1. PeeBee
          January 26, 2017 at 17:15

          Thank you for the response, FTH64.  A couple of questions more, if I may…

          How are you finding it?

          (I’ve already answered that question by the way – see a few posts down from here)

          Would YOU have signed up to it if the choice was yours?

          MY response to that particular poser is littered all over t’interweb from three years ago.

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  9. AgencyInsider
    January 26, 2017 at 08:34

    OTM is in grave danger of becoming the greatest wasted opportunity in the history of agency. It is no use sitting in the ivory tower dismissing every piece of negative news as nothing more than an irritant.They need to pull their collective finger out and start pumping out positive messages – if they can find any.

    The growing perception is that OTM is a busted flush. Unless they put can some fire into their leadership they are going to continue to play distant third fiddle to RM for another few years and gradually fizzle away to nothing. I say that more in sorrow than in anger – though I guess I am angry that the people running OTM seem so utterly unsuited for their positions.

    Oh and by the way OTM, if you are reading this, your advert on PIE says Get ready for 2017. In case you hadn’t noticed, it already is 2017 and the world is rapidly leaving you behind.

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    1. AgentV
      January 26, 2017 at 08:41

      Can’t agree more

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  10. Whaley
    January 26, 2017 at 09:04

    It strikes me that highlighting that 700 offices (assume this means all the others that left haven’t?) have returned to you is akin to an abusive husband rejoicing to his mates that his partners finally come back.

    “This time it’ll be different”

    Not sure its the right message unless they really have given up on contending with Right Move in the portal stakes and they really are in the right weight category with On The Market.

    Every press release I hear from these like this tells me that OTM still has them obsessed. Like Jose Mourinho constantly harping ironically about Wenger being a ‘voyeur’.

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    1. El Burro
      January 26, 2017 at 09:30

      Bang on. ‘The lady doth protest too much, methinks’.

      The reason for OTM in the first place was that Zoopla blew it. We all thought they were the cavalry when they came in to challenge Rightmove but they proved to be another bounty hunter and instead just slipstreamed RM in stuffing agents.

      And if you don’t think they’ll do the same if OTM fails I suggest you return to your home planet.

       

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    2. smile please
      January 26, 2017 at 09:51

      I do like it when Whaley gets off the fence instead of saying always trying to say the right thing.

      He speaks sense and its a great analogy.

      I think Z have firmly gone into data harvesting for long term gain. At the moment at least RM is not going down this route (well not as aggressively)

       

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      1. Whaley
        January 26, 2017 at 11:17

        Smile please, there’s not a fence big enough that could take my rotund ****.

        Its fair to say that saying the right thing isn’t on my list of LinkedIn skills ( although pole dancing is).

        Oh and Smile and El Burro take those dislikes as a badge of honour. The amount of downloads we got for our internet research piece  from a certain portal went off the scale which tells you how many they’ve got trolling the site. Who knows if they had more of them out recruiting agents than ‘disliking’ every critique they might even have got 800 agents back from OTM

         

         

         

         

         

         

         

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        1. AgentV
          January 26, 2017 at 11:38

          Can you give me the link for the download?

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          1. Whaley
            January 26, 2017 at 12:40

            Yes course AgentV, this should work for you

            http://showcase.reapit.com/irr/

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            1. AgentV
              January 26, 2017 at 12:58

              Thanks

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  11. SJEA
    January 26, 2017 at 09:34

    Wow – so many negative comments aimed at OTM. Happy 2nd Birthday OTM !

    As a small business owner, I analyse the leads every day as they arrive. It’s not just about the number of leads but also the quality of leads generated.

    I have noticed, recently the increased number of viewings generated by OTM and almost daily match the numbers generated by Rightmove but also do not match the same enquiries from Rightmove. This may be due to the fact the OTM are asking its supporters to add their enquiries to subscribe receive Property Alerts – genius !

    OTM is about Agents coming together – I honestly believe that this can be the only way forward if our business is to survive against the online only agents offering a lesser service with lower overheads (will not mention service).

    As some have noted above, if OTM fails, the costs of Rightmove and Zoopla will simply increase year on year with no further benefit to our business.

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    1. smile please
      January 26, 2017 at 09:55

      Greatest respect SJEA – B*ll*cks.

      Show us the data OTM is performing as well as RM – Even Z cant boast that (and they would love to)

      As for agents working together that was always going to be the hard part, has never happened in the past and will never happen in the future, any agent that thought it would happen is naive at best.

      As for rising costs of RM & Z in the two years OTM has been going prices has still risen and further products that were free have been pushed into pay for categories.

       

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      1. SJEA
        January 26, 2017 at 10:43

        Whilst all are entitled to their own opinions – I thought it wise to add my own.

        Before Christmas, the number of leads from OTM was disturbingly low. Maybe as a result of the incentives offered recently and the PPC advertising has helped drive the number of leads upwards. Maybe it is a combination of being mainly rentals, maybe because in the North East where we are located, the local agents are driving OTM better than the rest of the country, but this is the case – I assure you !

        I am not, for one minute considering dropping Rightmove, or looking to switch back to Zoopla, I just think many agents are very short-sighted and with the greatest respect, driving themselves out of business. If the full-service High Street Agents continue down the same path that they have done for the last 10 or so years, many will not survive against the online agents as they continue to spout unsubstantiated claims of being better whilst offering lower fees.

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        1. PeeBee
          January 26, 2017 at 14:08

          As most know, I am in a similar part of the world to SJEA.  I echo his comment regarding pre-Xmas leads.  Unfortunately, mine have never picked up once the ‘decs’ were taken down – but I live in constant hope.

          But our other branches have different experiences – daily, weekly, monthly.  A mile makes a huge difference ‘oop here in terms of property value and demand – in fact a couple of streets is sometimes enough to make or break the deal.  Not so sure that it’s so parochial where you are, smile please?

          One particular ‘local’ postcode to me comes to mind as the perfect place to quote – NE3. A wee suburb of ‘The Toon’ called Gosforth which, for those that don’t know it, it is ‘home’ to a hugely diverse range of properties and locales within the generic place – all in the space of roughly two miles square.  Pick a price – most brackets covered from sub-£40k to £2.75m at the moment – and those two properties are var nigh one mile apart as the crow flies.

          Funny old world, innit?

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  12. gk1uk2001
    January 26, 2017 at 10:06

    Until OTM provide an attractive proposition then they will not get the take up that they need to even begin to be a competitor. And unfortunately, they simply do not have the presence in the marketplace to even think about competing. And as long as they persist with their ridiculous ‘one other portal’ rule then they will fail. No point blaming agents for not getting on board with OTM, the package they offer is simply not attractive or enticing in any way whatsoever. Ask the public to name the property portals and I am pretty sure that less than 1 in 20 will name OTM. Therein lies the problem.

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    1. gk1uk2001
      January 26, 2017 at 10:07

      …cont…. whereas I suspect that every single one of them will name rightmove and zoopla

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  13. woodentops18
    January 26, 2017 at 10:30

    OTM vs Gascoigne court case approaching soon – 3rd Feb / 20 Feb.

    Lets hope the judge closes down anti-competitive contracts. That could mean 6000 agents could then release from commercial restraints and spend their advertising where they like

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  14. AgentV
    January 26, 2017 at 10:43

    I can’t help being incredibly frustrated at the potential OTM had (and still has if they would just listen) and to my mind is in danger of totally squandering. So here is a challenge. Here is the first of five ideas we have to turn the whole thing around. If you want the other four OTM then engage and contact me;

    1). Prepare a massive TV marketing campaign based on the advantages of using a local high street agent….everyone how about suggestions for the content? Get ready to launch in a months time.

    2). Work out the average number of leads per month being generated at the moment per existing member.

    3). Drop the ‘one other portal’ rule NOW instantly ……..and allow every agent, eligible to do so, to upload all of their current stock for FREE under a one year associate membership. MAKE IT A NO BRAINER TO JOIN for everyone. The increase in stock levels will generate more traffic which will benefit all existing members with more leads.

    4). Charge the new associate members based on a ‘cost per lead basis’ calculate from the average normal membership charge divided by the average number of leads (as in point 2). In effect this will mean new members will be gradually paying the same as full members ….. but on a build up basis. They won’t pay until leads start coming through.

    5). Do your best in the marketing, advertising and SEO to generate valuation leads for all your members. (three of our other ideas are related to achieving this). Help make it pay more for everyone to be a member!

    Please feel free to comment

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    1. FromTheHip64
      January 26, 2017 at 13:27

      Definitely one of the best posts I’ve seen on PIE for some time.

      Will they listen…will they £$%^

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    2. Eddie19
      January 26, 2017 at 13:36

      See my note below re: context but to address your proposals directly:

      1) Buyers want content – they want to see exclusive listings, and the best homes. The mass market advertising is aimed at buyers (for traffic) not vendors, the latter being the ones who care about the benefits of our services

      2) To what end? And, after just two years, what is the point? There is a long way to go yet to compete with RM?

      3) To be a disruptor you have to disrupt.To be distinctive you have to be truly different.  By having exclusive stock, that is distinct and disruptive. Yours is a fair point around stock levels / content but previous portals have found the free listing approach doesnt work as planned. the NAEA’s approach for example?

      4) Fair point.

      5) You would assume they are, wouldnt you?  Why would they not?  But with digital marketing and brand work, it takes time.  Brands are not built in two years.  It takes time, even with mass market, TV ads, to build momentum. As RM and Z have found.

      They are all good points though – and it is positive thinking and a degree of patience that is required.  No doubt, more collaboration is required between all of us rather than the odd minority who seem to be willing to watch OTM fail….

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      1. AgentV
        January 26, 2017 at 14:48

        I agree with your points in response to 1). But surely clever marketing people could create a storyline around how the local high street can be better for both buyers as well as vendors. Create an engaging story around the process of a property sale but that’s based mainly on the people involved….vendor, information, buyer, estate agent…the VIBE principle…..and aim it at promoting the high street agent services as well as the portal being the best place for buyers to look for their next property.

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  15. Eddie19
    January 26, 2017 at 13:13

    Some context has to be given to this debate.  After two years of a five year plan, OTM is getting 10m visits a month.  A number that far exceeds Z or even RM at the same stage in their evolution. It is well on track to be getting 25m hits by 5 years but most likely even more given the economies of scale on SEO / PPC / Brand awareness.  From a digital marketing point of view, if nothing else, it is well on its way to being a success.  Other start-up portals / aggregators got nowhere near these traffic levels in their first two years so, despite all the negativity about the brand/voting rights it is well on its way.

    The most important factor in its ongoing progress is more agents putting their content on the site and real momentum getting behind the brand in terms of listings.  It is the agents who can decide our fate in this regard. We can choose to back the site – and at the moment it is the best bet – or face the consequences of allowing RM to morph into an Amazon that blows every other form of competition out of the water.  Any form of agent life as we know it will be starved of oxygen by a vast blood-sucking vampire squid of a portal.

    It is relatively simple – more listings = more content = better SEO = increased search visibility….and ultimately more buyers. That is simplistic but the easiest way to describe it. The destiny of the high street agents is still very much in our hands but we need to recognise what we have got and how to maximise it.  BUT remember that it is a five year project and not the solution after only two years.

     

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    1. davidbamforth
      January 26, 2017 at 13:47

      Hey Eddie19,

      Your point of OTM having more traffic 2 years on than RM and Z is skewed.

      The reason they have more traffic than Z or RM when they were 2 years old, is because less people were using portals back then than now, you are comparing apples to pears.

      Have a look on a third party consumer traffic comparison site and you will see OTM consumer traffic is 1/10th of Z and 1/6 of Prime Location! (don’t even get me started on it compared to RM). Less traffic, less leads, less return on investment.

      Check out similarweb.com if you don’t believe me.

      OTM restricted agents on where they could advertise, it tried to sue its own client base and it hasn’t offered anything new to the consumer. THAT is why it has failed, please don’t blame us agents.

      Hope that makes sense.

       

       

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      1. Eddie19
        January 26, 2017 at 13:56

        That does make sense. But judge a new portal in any time period – now or 10 years ago, and 10m per month is outstandingly good.

        Honestly, I fail to understand why 10m hits a month, can be written off as a failure.  Particularly when is was made very clear from the outset that we were signing up for five years as that is how long it was going to take to try and take on the portals.

        I am as frustrated with the rate of progress as anyone, I had hoped for more.  But at the same time I really cannot understand the mentality of those who write OTM off after two years when we are not even half way through.

        Our industry has a serious issue with the larger portals. If their progress remains unchecked, it will be the end our business as we know it.  And I have not seen any other ideas better than OTM at this point.

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        1. davidbamforth
          January 26, 2017 at 14:07

          Hey Eddie,

          Regarding the 10m hits figure, I would be very wary of this, if you go to the site I linked you to (SimilarWeb) and put OTM vs Zoopla, you can see the highest OTM traffic in the past siz months was shy of 10 Million (7,400,000) in September 16, they have dipped right down to 1,750,000 hits in December last month…very bad downturn.

          I associate this with the lack of advertising/ marketing budget being embroiled in a high cost court case.

          OTM use Google Analytics because you can easily skew hits to seem exactly how they want…

          Agents have to trust OTM strategy to last the five years, OTM’s current decisions have seriously undermined that confidence (see my previous comment) hence why everyone is jumping ship.

          Sack Ian S and get a new strategy would be my advice.

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          1. Eddie19
            January 26, 2017 at 14:18

            You cannot really on a finger in the air service like Similar Web over Google Analytics.  Similar Web, Alexa and all those traffic estimation services – even Hitwise – are notoriously flakey. Nothing that a sound judgement can be based upon.

            I agree re: trust.  I think for good or bad, the agents need to engage more with AM/OTM. But do so behind the scenes.  In public, do everything we can to support it or it will die on the vine.

             

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      2. PeeBee
        January 26, 2017 at 17:51

        Mr Bamforth

        “OTM restricted agents on where they could advertise…”

        NOBODY… NOT ONE Agency Principal, Owner, Partner or Director was harmed during the signing-up process of joining OTM despite having been given ample opportunity to study, consider and agree to the Membership Rules.

        To date I have spoken or otherwise corresponded with no-one who has suggested a gun be placed to their temple or their danglies having been inserted into a vice by a single OTM Rep.

        I would have to deduce from the above – and I challenge you to disprove my deduction – that those executives of the 6500-odd branches that took the decision to join Agents Mutual by way of formal agreement, or simply to pay to advertise on OTM with the theoretical intention to join at a later date did so OF THEIR OWN FREE WILL AND VOLITION.

        “…it tried to sue its own client base…”

        “It” – as you so impersonally (and incorrectly) refer to OTM… it is Agents Mutual who issued Legal letters to defaulting Members – has a Legal right to expect an Agreement to be honoured.

        Please answer this truthfully – if, say, ten percent of your Vendors took your boards down and stuck up a competitors right under your nose less than a third of the way through a Sole Selling Rights term, what would YOU do about it?

        “…and it hasn’t offered anything new to the consumer.”

        Hasn’t it? I would disagree. Feel free to prove me wrong.

        “THAT is why it has failed, please don’t blame us agents.”

        Erm… EVERY point you try to force home as the reason(s) revolves around “us Agents”.  You have therefore defeated your own poorly thought-out and terribly-executed argument with your last five words.

        And THAT makes sense. PERFECT sense.

        If in doubt – try running it past a Lawyer and see what he/she thinks.

        My Barrister agrees wholeheartedly…

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        1. Eddie19
          January 27, 2017 at 09:28

          A fair riposte, Pee Bee.  This idea that OTM is restricting anyone or is anti-competitive is a complete misnomer.  We choose where we place our adverts and give up our content.  OTM has added a third choice to what was a duopoly, and has therefore added competition.

           

          Now what WE have to do is to make it work better.  It is dramatic to say that this is the last chance saloon, but the sun is getting pretty low and we have to seize the opportunity to take control of our content.

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    2. AgencyInsider
      January 26, 2017 at 13:49

      ‘A vast blood-sucking vampire squid of a portal’

      I absolutely love the image!

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      1. AgentV
        January 26, 2017 at 14:32

        Anyone good enough at art to draw a picture? Julian?

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