PORTALS


A plethora of portals Which do you choose? asks Andrea Kirkby. W


ith Rightmove now claiming dominance of the portals market, and number two and


three in the market, Digital Property Group and Zoopla, merging, estate agents might be forgiven for thinking they don’t need to look much further than the top portals to advertise their brand. James Murray of Experian


Hitwise points out that these two leading groups have pulled away from the competition since 2008, leaving the smaller portals somewhat out in the cold. He estimates that Rightmove gets 31 per cent of UK internet visits to the property category, while the merged Zoopla/Digital would get 19 per cent for all its brands. That means, though, that an agent advertising with those two groups would get


20 FEBRUARY 2012 PROPERTYdrum


If you are only listing with the major portals


are you missing a link to clients? Or not?


access to half the total eyeballs in the market – no other portal would give them more than 2 per cent additional market share, according to the Experian Hitwise figures. Nonetheless, Peter Joseph of


agents Think Property believes agents should look further. He points out that although Rightmove accounts for 80 million searches a month, all the other portals put together account for as much again, and more, so any estate agent which relies only on the top portal is effectively turning its back on half the market. And, he says, the trouble with Rightmove is that it’s costly. “I know for a fact that some people are now moving away from it, mainly because of price rises.” Think Property prefers to spread


itself widely. “We’re on with dozens and dozens of portals,” he says.


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