Are you focussing your marketing efforts on the most effective channel?

We appreciate you have choices when it comes to which property websites to advertise on. But are your efforts weighted effectively towards the channel that’s most likely to be driving your pipeline? Here are the latest statistics and insights to give you some food for thought.

Where do serious home hunters spend time searching?

As the only place to find virtually the whole UK property market, Rightmove gets over 120 million visits every month. That’s 75 million more than ZPG websites[1].

Those visitors are also much more active – spending 1 billion minutes searching on Rightmove every month. That’s 75% of all time spent searching on the leading 4 property websites (or 82% of all time spent on Rightmove and Zoopla)[2].

When people think of a property website, they think of Rightmove. Over 3 times as many Google searches include the word “Rightmove” than they do “Zoopla”[3].

Where’s your next offer likely to come from?

Over 80% of online applicants that have an offer accepted come from Rightmove. 17% of offers come from ZPG and 3% from OnTheMarket[4].


With leads, we know it’s about both quality and quantity – and Reapit data shows that Rightmove leads are more likely to be from a serious buyer. Rightmove sales applicants are 64% more likely to result in an accepted offer than ZPG applicants, and 42% more likely than OnTheMarket applicants[5].

Overall, you’re 5 times more likely to sell a property by advertising it on Rightmove than ZPG sites[6].

Your next instruction might already be in your inbox

With more leads comes more opportunities to win your next instruction. That’s because 41% of buyers searching on Rightmove admit they have a property to sell[7] and 24% of Rightmove users are landlords[8].

By asking the right questions, mining your Rightmove applicants can be a rich source of valuation opportunities.

See how leading agents are seeing success by weighting their marketing towards Rightmove.


Sources:

[1]  Visits to ZPG property sites were 45m per month between October 2015 and September 2016 (ZPG Annual report, 2016). Over the same period, Rightmove has 119m visits per month (Experian Hitwise data).

[2] Comscore, February 2017

[3] Google Trends, February 2017

[4] Reapit Internet Registrations research January – June 2016 – data from 5,093 sales applicants who had an offer accepted.

[5] Reapit Internet Registrations research January – June 2016 – data from 5,093 sales applicants who had an offer accepted. 7.4% of Rightmove applicants resulted in an accepted offer, compared to 4.5% for ZPG and 5.2% for OnTheMarket.

[6] Reapit Internet Registrations research January – June 2016 – data from 5,093 sales applicants who had an offer accepted.

[7] Rightmove survey of over 3,000 registered users, November 2016

[8] Rightmove Brand Tracker, Q4 2016. Nationally representative sample of 3,000 UK adults. 24% said that they have a property that they rent out (research via Research Now).

 

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