NEWSbeat
PORTALS
DPG & Zoopla set to merge: what will it mean to agents?
NEW SERVICES Prepare to SELL!
A new Buckinghamshire based business is offering new services to estate agents and vendors to make sure their properties are as saleable as possible in a tough market. The company assesses the marketing, kerb appeal, interior and the target buyers and price point of each property and, with a series of recommendations and actions, maximises each property’s selling potential with the primary aim of helping the agent to sell it. By working closely with both
Digital Property Group (DPG) will merge with Zoopla to create a “credible challenger to the long-standing market leader, Rightmove”. The owners of DPG, A&N Media, the consumer media division of DMGT, will retain a controlling stake, with 55 per cent of the newly-formed company. It will be “several months”
before the answers to all the questions on name, officers, structure etc, will be known, but the aspect closest to the hearts and budgets of agents is will we end up paying more? DPG Marketing Director Sheraz
Dar told PROPERTYdrum, “The merger won’t mean a whole new pricing schedule. It will simply mean an enhanced business model when we integrate where we can offer more exposure, more leads and better value to our members combined than we can alone.” DPG and Zoopla have been chasing Rightmove – and each other – to win the title of most popular and successful property portal but it’s clearly a mountain too high to climb alone, even with millions of pounds of funding. But it’s clear that the new
company, with all its brands, will, overall, have a very real impact on Rightmove’s supremacy, which could create a very interesting challenge for agents’ attention. Rightmove is the UK’s most
popular portal but Zoopla, Primelocation and Findaproperty have sought to develop their
6 NOVEMBER 2011 PROPERTYdrum
‘The focus will remain on market-leading products and excellent service.’
businesses by offering more detailed information to consumers, more tools to help their move and more user friendly websites. Zoopla’s market value tool has become extremely popular with homeowners, who of course, like nothing more than seeing how their home has increased in value – and this culture of innovation is likely to be a major strength in the new company. To encourage agents to sign with them, DPG and Zoopla have also offered very competitive rates and some brilliant tools – especially Insight, DPG’s market analysis system which shows agents exactly how they are doing in any given area, week or month (and much more) and their Market Appraisal guide which links to Quest’s estimated current value and the Land Registry sold data to create an instant agent branded valuation pack for vendors. No decisions on dropping portal
brands have been made, but eventually it is likely that there will be rationalisation. DPG, for example, own the Globrix brand, but it now has a very low profile. Zoopla has previously acquired
Propertyfinder.com and
Thinkproperty.com; both of those
brands have also disappeared. There will, no doubt, be some
long debates but in the end, agents should benefit. “This deal will be transformational for both businesses allowing us to compete effectively in a market where it takes significant investment to challenge the market leader,” said Alex Chesterman, Zoopla CEO. “But more importantly, the deal will deliver real value for UK estate agents and developers and we will be in a position to provide them with the widest possible exposure and be their most cost-efficient marketing partner.” Mark Milner, CEO of the DPG said, “The combined strengths of both businesses will result in world class products and a team that continues to lead innovation for property consumers and agents alike. The focus will remain on providing market-leading products for our users and an excellent service in terms of value and performance for our members, and this deal will allow us to deliver even further on that mission.” Rightmove said, “The property
portal market has always been highly competitive. Rightmove have always embraced this level of competition, using it as a key driver to consistently improve the services we offer to advertising members and the public and maintain our position as the UK’s number one property website. Although a merger may reduce the level of choice available to consumers, we hope this move can be of benefit to the UK property industry.”
agents and vendors, The Propertymarq Ltd aims to ensure that a property doesn’t languish on the market for months. Through consultation with the agent and the vendor, an assessment is created, focusing on negative issues, with recommendations given to maximise selling potential. The Propertymarq Ltd was
created by Richard Parks, an estate agent who became frustrated with vendors who expected their property to sell straight away for over the market value without properly preparing it for their target market. Richard says, “In such a
tough market it is no longer enough to put a property on the market and hope to achieve the best price. Vendors need to work to make sure they can turn viewings into offers. Potential buyers have plenty to choose from and if the property does not stand out they will look at the competition in the local area.” “Our service means that
agents can be sure that the properties that they are selling are as desirable as possible for buyers.” Estate Agents can either pay
for the service on behalf of their vendors or recommend the service to the vendors. The Propertymarq Ltd is currently offering to carry out work for an individual property for a special fee of £99+ VAT. Call 01296 621 188 for more
details or email enquiries@
thepropertymarq.com.
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