A deal done between allAgents and online property business eMoov has come under fresh fire.
Shaun Amner, a partner of two Winkworth businesses, said it was a “foolish move” on the part of allAgents. Amner said the review site had “sold its soul”.
As revealed in an earlier story on Eye, allAgents now allows agents to list in areas and postcodes outside their locations – but has admitted it is an advertising option that particularly appeals to online agents.
Under the deal, eMoov has a directory listing in every location in the UK, including in places where it has no stock.
Amner said: “Furthermore, because they’re aggregating all of their reviews under their ‘head office’ entry, they will have far more collective reviews than each of the individual localised agency branches (who only show reviews for that specific office).
“I think this both unfair and misleading. If somebody is searching for agents using a location specific directory, surely they expect to see agents that operate from that specific location.
“If this isn’t going to be the case, theoretically there’s nothing to stop traditional agents listing in the same way, aggregating all of their reviews together (rather than localising them) in order to show an impressive number.
“In addition, they could also be listing in every location on the basis that they too can also list properties anywhere in the UK, provided the vendors are happy to do their own viewings, etc, as per eMoov’s model.
“Even if traditional agents didn’t take this step, what’s stopping the entire collection of online estate agents also asking for a listing under every geographical location?
“AllAgents are heavily reliant on local agents promoting their site to prospective vendors.
“Why on earth would they continue to do this if it’s basically directing those same prospective vendors to a page that heavily promotes a low-cost alternative to their own business? It’s like turkeys voting for Christmas.
“I think allAgents have been very short sighted in selling their soul this way. They’re completely alienating the very market they’re trying to appeal to.”
Martin McKenzie of allAgents has justified the new advertising option, saying: “We appreciate that online agents are not every one’s flavour of the moment but we are totally independent and anyone can approach us to advertise in their selected areas.”
Here’s how we reported the earlier story back in April (when Eye was young, so you may well not have seen it):
https://www.propertyindustryeye.com/allagents-defends-rising-presence-online-agents-site/
Comments (6)
Why are some people in the thrall of allagents? Just one look at the site and you know it's MMouse – and if that doesn't do it – look for the top agents in your area, or their 'award winners'. It's a complete joke – and its SEO is failing to boot, so you can safely ignore it and concentrate on Google.
Not sure what makes online estate agent sites "Del Boy"? Lots of real estate agents could be better described as Del Boy with some of the practices they peddle. Consumers should have access to cheaper ways of selling their homes and being able to find out that there is this option available; alongside the traditional method of using high street estate agents.
I estimate that cheapo agents that offer little service will grow from a 5%/8% market share to poss 12/14% in the coming 18/24 months.
But proper agents are getting sick of the very cheap agents and I predict a reversal will take place in 36 months. Cheapo agents can only exist when the powers that be let their adverts in. As such proper agents will get wiser and vote with where they spend their pounds.
Roll on the eventual downfall of the budget Del Boy agents so we can get back to REAL estate agency.
Just visited their site, god what a shambles, was it done in the 80s?
Anyway love the search box 'Search for estate and letting agents by name, e.g. eMoov'.
Maybe emoov had purchased the site??
Seems that allagents make it up as they go along. Offer them some money and they'll find a way to bend the rules for you. Don't think they ever had a soul to sell….
I guess allagents is not making enough money so they did the deal.