PORTALS
gave it an archive of previous listings, sold prices, photos and descriptions that deepens the information it has to offer. “It all adds up to intelligence,” says Alex Chesterman; “We are enabling the consumer by providing them with information.” Early portals were simply online replacements for print advertising. “In 2000 you were just able to search and get the picture, description and price just like you could on page 30 of the local newspaper. By 2008, portals hadn’t evolved all that much and we looked at them and thought there’s so much more that could be done to make the portal a point of connectivity between the estate agent and the consumer.” That’s the vision he is continuing to implement, and he believes it enables Zoopla to get consumers engaged with the portal at a much earlier stage. Even if they are not actively looking for a house, many consumers will be intrigued by the possibility of finding out exactly what their neighbours paid for their house. Some of the most intriguing tools on
Zoopla stem from this vision of engaging the inactive consumer; the “TemptMe!” option on Zoopla enables potential buyers to register an interest in a property that isn’t for sale, or for potential vendors to assess market demand.
SO HOW ARE PORTALS WORKING FOR ESTATE AGENTS? Peter Rollings, CEO of March & Parsons, The Sunday Times UK 2010 Estate Agency of the Year said, “The rich, local information available in TDPG’s Market View Pro helps us to run our business at maximum efficiency, enhance our existing customer relationships and win new clients.” Ed Mead at Douglas & Gordon, one
TDPG is working on other mobile platforms too. It’s very quick, it doesn’t matter what the
platform is.’ MARK MILNER TDPG
of the most new-media savvy agents, says, “Portals are an important part of our life but are also a slightly painful part.” He believes it has become easy for agents to become “mere keyholders” responding passively to enquiries from apparently savvy buyers. “A lot of buyers convince themselves that
they’re experts when really they’re not,” he says. A good agent will “look outside the box” to find what buyers really need – which may not always be the type of property they have enquired about. He believes portals also challenge agents to market the agency, not just the properties it’s selling. “Portals really have become the providers of property information,” he says. “The agent’s website on the other hand can reflect your expertise in the area.” So Douglas & Gordon has made a significant investment in its website, including adding what Ed claims is unique functionality – ‘mypropertytracker’. This enables sellers to see how their transaction is progressing, in real time, and at any time of day or night, simply by accessing the website. No portal can deliver that depth, he says, “Their knowledge is skin deep by definition.” Douglas & Gordon is also heavily
Portals are important but are also slightly painful. They are providers of information but the agent’s website can refl ect your expertise
in the area.’ ED MEAD DIRECTOR DOUGLAS & GORDON
investing in advertising its website, rather than simply advertising its properties, in traditional media. That’s a similar technique, in fact, to that used by the portals; Zoopla and TDPG have both advertised their portals extensively, but don’t advertise individual properties. But Ed is also a little concerned about the
On the move? iPads, iPhones and other smartphones give all the info you could ever need.
consolidation of the market. “We do need to take care Rightmove doesn’t become too dominant,” he says. And, he warns, agents who don’t keep their eye on the ball could find themselves wrongfooted by becoming dependent on the portals. Next month we’ll be looking at the
positioning of smaller and niche property portals. You can join in, send your views to
sheila@propertydrum.com
Add your own opinions online at:
www.propertydrum.com/articles/portals1
PROPERTYdrum APRIL 2011 21
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