Rightmove, the leading U.K. property portal, has launched its largest-ever marketing campaign as it attempts to revitalize its reputation and reignite the property market.

Rightmove sent member agents an email this morning outlining a 10-point plan for operating in a post-lockdown world. The company confirmed to AIM Group that more details on the each of the points will follow over the coming weeks.

The portal has faced heavy criticism from the industry for its initial payment deferral offer, leading Rightmove to change course abruptly. Its closest rival in the U.K., Zoopla, introduced a ploy to lure away agents by offering up to five months free for most clients — but nine months free for agents who left Rightmove, as long as they signed an 18-month contract with Zoopla afterward at normal rates.

Rightmove said that although the lockdown is likely to be eased soon, social distancing will remain in place for the foreseeable future and it’s impossible to predict when sustained momentum will return to the market, meaning agents will need to operate cost-efficiently and “adapt to this new world.”

The 10-point plan is split into three sections, pipeline, planning and prospecting and will be developed further with agents over the coming weeks.

Pipeline:

  • Relaunch email alerts to over two million home-hunters who have active alerts set up
  • Videos to promote leads and make efficiencies to cut the number of unsuccessful physical viewings
  • A strategy to reassure homemovers that viewing is safe

Planning:

  • Sharing early local sales demand indicators with agents
  • Faster qualification of tenant leads
  • Detailed analysis of lead sources that result in a sale or a let
  • An “introductory rate” with external suppliers Moneypenny and Viewber
  • Training for the new normal and social distancing through webinars

Prospecting:

  • Launching its biggest ever national marketing campaign
  • A new property details page offering more focus on agents’ brands, photos and videos.

Rightmove gave no indication in the plan on future rates for agents, which have been the subject of recent frustration from agents. A campaign group, ‘Say no to Rightmove’ launched in April aiming to persuade Rightmove to offer agents a full payment holiday. It now has 1,500 agents as members.

“We recognize that agents will have a difficult period after existing pipelines complete,” said commercial director Miles Shipside. “While we’re only five weeks into our four-month 75 per cent discount, we’re closely monitoring the situation as we’re profoundly aware that our customers’ revenue growth is critical to the way we all move forward in these uncertain times.”

Print Friendly, PDF & Email

Related Articles