Zoopla Property Group is to launch a “brand new look” to PrimeLocation, its current upper-end brand.
In an email to agents yesterday, ZPG says that the launch will be supported by a nationwide advertising campaign “designed to attract more home movers to the site so we can deliver greater results to our members”.
It says that the new site is designed “to appear contemporary, with greater differentiation for Area Sponsorship and Premium Listings which will have a fresh look unique to PrimeLocation”.
The email gives no timings, but says that ZPG will be in touch soon with more news about the PrimeLocation relaunch and the supporting advertising campaign.
The announcement to member agents comes after Mark Goddard was appointed managing director of ZPG’s property division, following Zoopla’s acquisition of software group PSG. It also ends long-running speculation among agents as to whether the PrimeLocation brand will continue. It now clearly will, and possibly with OnTheMarket in its sights.
The relaunch of PrimeLocation will undoubtedly be watched with particular interest by OnTheMarket, whose chief executive Ian Springett led PrimeLocation before its sale to the Daily Mail group.
One agent who had been informed of the relaunch quipped: “Anyone like to bet how similar it will look to OTM?”
Comments (7)
Mmm…. If I were to launch an on line offering I would target the high end where there is at least a chance of making money with higher charges. A niche portal would certainly help grow that situation.
Eh?
Another portal not offering something different to the punter!
Whilst I’m no genius walking among you mere mortals, I can foresee a few questions, like WTF-just spend more money marketing Zoopla to gain market share from the other (and bigger competitor) RM.
Holy smokes!!!!! seems like someone woke up , smelled the coffee and realised that no-one’s seen the baby since that bathwater got emptied out (has it really been that long?) 4 years ago!!!
This isn’t just another portal, this is a niche one that agents and their clients liked but which got eclipsed when Zoopla got a hold of DMGT portal assets in an attempt to overtake Rightmove.
People may have liked it, but Zoopla are going to have the Devils own job selling an upmarket portal, where none of the upmarket agents are on it!
I was careful to use the past tense!
FY Information I knew prim locator had been around for a few years but re-launching or whatever just smacks or DUH! what we gonna do now boss?