New research claims that Zoopla has maintained its lead amongst all property portals in the UK for national consumer brand awareness – ahead of awareness of Rightmove.
The research was conducted by Harris Interactive on behalf of ZPG.
It took place between October 13 and 16, and questioned over 2,000 people across the UK.
When asked what property search websites they can think of, Zoopla came top.
According to the research, Zoopla’s spontaneous brand awareness amongst all adults nationally currently stands at 38% versus 35% for Rightmove and 2% for OnTheMarket.
In terms of prompted brand awareness, where consumers are given brand names and asked to identify those they have heard of, Zoopla and Rightmove both had very high national brand recognition of 78% of all adults across the UK versus only 17% for OnTheMarket.
The data also revealed that when asked ‘Which of these property websites have you ever used?’, 45% claimed to have used Rightmove, 36% Zoopla and just 5% OnTheMarket.
Lawrence Hall of ZPG said: “We’re pleased that we continue to register top of mind with UK consumers which is a reflection of our strong market position and loyal audience.
“The levels of national awareness of the leading portals as household brands known by over three quarters of all UK adults is the result of many years and hundreds of millions of pounds of marketing investment.
“ We are currently working on a new national TV advertising campaign to launch before the end of the year which will further enhance our brand awareness and market position.”
The new figures compare with the last time the research was carried out in July, with spontaneous brand awareness standing at 38% for Zoopla (unchanged) versus 34% for Rightmove (which means awareness of Rightmove has crept up a little), and 2% awareness of OnTheMarket (unchanged).
This was EYE’s story then
Comments (61)
Of the 1.2 billion Roman Catholics aware of Durex brand, not one of them are official users.
This is now a topic on the ARENA portal forum. We look forward to seeing how the discussion develops and no doubt OnTheMarket/Agents Mutual will be interested too.
Thats not so much reinvigorating OTM but ripping it up and starting again 😉
I understand your gripes with most the points, but those changes will not happen for a whole host of reasons.
I think they need to focus on member numbers, and there really is only one way to do this which you address in point 4. They need to be much more realistic on membership price. They almost need to give it away to make it hard for agents to say no. Once they have the stock and the traffic then they can play around with it.
I admire where they got to on launch but has now stalled.
I have never really criticized Ian Sprignett but i think agents do need to remember he is not doing all this because he loves agents and wants to stick it to RM he did this because he saw a ‘want’ in the market and a chance to profit from it. And he now has a guaranteed (rumored) £500,000 p.a. for 5 years (we would all like that). So he really does not need it to gain any momentum. If he delivered what he has set out he wants to then fair play to the fella but he has not yet and doubts if he will ……
Out of interest any gold members reading this, how would you feel with new members coming on board only paying £100 pcm?
Wouldn’t have an issue personally…. if dropping the membership prices attracted lots of new members then surely this would be better than where we are now.
Forget the argument 1 member at £200 is as good as 2 members at £100 each – that 1 £200 membership might bring 40 to 50 more houses to the site, yet the 2 members at £100 each may bring much more stock! and stock is key.
If the UK was awash with people wanting to sell and New Instructions were at an all time high, I would possibly disagree as I think the strong agents will bring lots of stock to the site, however with so little stock around there is no doubt office numbers is more key than ever.
Its a bit like fees (ey up I am ready for the onslaught) I would rather have 20 x 0.75% houses on my books than a couple of 1% to 1.25% because I was holding out for best fees, as the more I am seen to have and sell will bring more clients my way…. and I dare say OTM would also benefit by this.
Think you and if others agree with you should feed this back to your OTM reps Ric.
Parts of the country OTM are charging £400 – £450 per branch. Where Z are charging £200 – Why would they change? (putting aside the “Its whats best for the industry as these thinkers have already signed).
FYI the other pub have another “Letter” which makes interesting reading
Interesting points. What doesn’t make sense is the costing side. For OTM to get traffic it needs lots of cash to advertise to the public.
It’s a chicken and egg situation. Most knockers seem to want it to be as good as RM/Z before they will consider it(happy to let others fund it – and then knock them for doing so), or they’ll have a go at £100 per month as long as they can carry on feeding both otms’ main competitors(reducing it’s chance of success).
How on earth does enough advertising revenue get raised at £100 a month? No advertising revenue-no successful portal , full stop. And the knockers have been saying this from the start.
Instead of coming up with a list of nonsense issues agents should get behind the project if they believe in the principles or carry on paying massive sums of money to the other 2……It really is as simple as that, however much people discuss the finer points of country life, London office, salaries, who’s in charge.
If every agent switched to OTM on a set date then the fees would be circa £250pcm and every member of the public would be made aware that to look at property, you’ll find most of them on OTM.
I think we agree … think anyway 🙂
Instead of coming up with a list of nonsense issues agents should get behind the project if they believe in the principles or carry on paying massive sums of money to the other 2……It really is as simple as that
I think in the most part people have decided this and thats the problem. Where does OTM go now? For me if OTM came back to me tomorrow and said “Listen pal, £100 per month but you need to drop Z and do it by Jan 16” i would probably sign up (as long as it was not a long contract).
That way they get my support, they get my stock and also the letters of intent mean something as its too good to turn down. I also don think i am the only one that would agree to this, stock and agents would be plentiful, they would also get a nice amount to advertise with.
Dude the most recognised portal not being the number one portal is just like Russ being a hero to all slightly overweight slightly uncool guys everywhere (takes one to know one), the sacrifice is the same; its just theres no real prize.
I remember the days of doing a board count as a Corporate Branch Manager (some will be too young to comprehend the idea we used to drive down every street counting each and every agents boards) Sent out by Area Managers to count boards to let them know if you were doing your job right
1 for me, 1 for them, 1 for them, 2 for me, 1 for th….. nah that was a bush…..another one for me….. oh that road has 2 for them…… think I will leave that road…… another for me, 1 for them……1 for me, that board for them is wonky…. not counting that …..oh this is great I will have the most boards you bet ya!
Well done though Z – A high five from me! you well known brand you.
Ric i dont believe you were like that!
Next you will be telling me you added an extra half hour onto your canvassing to read the paper 😉
no I didn’t, I never did, I wouldn’t do that; and the bookies was the only place I could park outside to double check the data collected and I only went in the bookies because the person behind the counter was thinking of selling,… Pfft….. honestly….. excuse to skive…. never!
Now sushhhhh – I am trying to watch a box set 😉
“The research was conducted by Harris Interactive on behalf of ZPG. It took place between October 13 and 16, and questioned over 2,000 people across the UK.”……All of whom happened to be standing outside Zoopla’s head office with the Zoopla logo on the frontage, close to a bus stop with the zoopla logo on the bus shelter, with the number 4 bus pulling up that had the Zoopla advert on the side of it, whilst listening to a radio with the Zoopla advert playing.
On the day, Harris interactive were also working with docudrama company ‘make believe productions’ and filmed the pubic being questioned as part of a new tv documentary out at Christmas called “look into my eyes, look into my eyes”. The interviews were all carried out by Paul Mackenna.
We understand that no properties were sold or let during the making of this production but that there was a surge of precisely 2000 hits on the Zoopla valuation tool on that day.
I agree… stand up Mr Springett and answer some questions.. If 2% is anyway near correct, we will all be retired by the time he hits target.
Apart from you otm fella’s where is mr springett? we haven’t heard from him in quite a while, its not only his members contracts he doesn’t talk about, he has stopped giving us his BS about otm but then we are nearing jan 2016 and he isn’t nearing getting to position number 2 either but perhaps he meant in 2017 or maybe 2018-19?
I wanted OTM to succeed but apart from a good start from the blocks it has stalled and the waffle can only last so long, you guys are the only ones now putting a fight up for it and I don’t blame you as its cost you time money and pride but where is he when you need executive support?
The Research:
‘Hi, i’m Steve from Harris Interactive, i’m conducting research on behalf of the property portal Zoopla…. Now first question, can you name me one property portal?”
Came off Rightmove 18mts ago business is very good and have saved 18k, Zoopla is performing for me.
This doesnt make sense… why stay with Zoopla if you are trying to strenthen OTM who are trying to weaken Zoopla?
I can only guess that as they are an independent agent, they are doing just about whatever they want.
Maybe overthrowing Zoopla isn’t the thing that gets them out of bed in the morning.
So its Zoopla Property Group doing research to ‘discover’ Zoopla is the best known portal. lol
In other news, Cristiano Ronaldo’s personal research has discovered that he is the best footballer on the planet.
Lies, its all lies I tell you.
Keeping the poultry theme, Hoopla are dead ducks in my area, too.
Ive just concluded my own portal brand awareness research and I was surprised by the findings;
OTM 1st, Houser 2nd, Zoopla 3rd, Rightmove 4th. It’s only when you do the research that you find out exactly whats happening!
‘The research was conducted by Harris Interactive on behalf of ZPG.’ Wow and Zoopla came top what a surprise!!! A surprise only surpassed by the fact that OTM managed to get 2%.
I don’t know about other parts of the country but Hoopla are completely irrelevant here. It is Wrongmove or nothing for leads. However, at last, we seem to be getting about 15% of our leads from OTM.
It’s no suprise you aren’t getting any Zoopla leads, being on Righmove & OTM, is it?
“It is Wrongmove or nothing for leads”
“15% of our leads from OTM”
So you get your leads from Wrongmove and OTM then!
Interesting comments above from ‘Digital’ and ‘Gump’ – both stating the obvious… yet the original poster AT NO POINT claimed ever to be on, or having been on, Zoopla.
Can’t quite see the point of the point(s), chaps/chapesses.
So how can he/she possibly comment with confidence on what Zoopla delivers if not a customer? Irrelevant only those that don’t participate.
I don’t mention Zoopla at all
Apology accepted 🙂
I didn’t say that you did.
That would be YOUR apology to ME, yes? Thanks for accepting on my behalf – I was otherwise unavailable to collect it in person… ;o)
In which case you must be able to see the point of the point I was making when I pointed out to newsboy the error in his point! 🙂
Eurovision say… Nil Point ;o)
Questioning everyone walking out off Zooplas HQ surely doesn’t count as research does it?
This comes as no surprise to those who actually consider how consumers in 2015 look for property and research thoroughly during the process. Which is very nearly all of them.
It’s no accident – it’s cost many millions of £’s to achieve.
But have they got any money left to keep it up – probably not.
I’d read some news, Newsboy. I wish I had Zoopla’s money.
but isn’t 2% LESS than even the people who live and work around the property industry??
there are agents and new house sales people who give the same dumbstruck look too
Meanwhile, in an independent poll of 1000 turkeys, 86.87% believe Bernard Matthews to be a thoroughly nice all-round chap who they swear wouldn’t hurt a fly…
So you class your customers as turkeys? Interesting.
“Digital Expert” – you’ve finally proved to the audience for once and all that you’re a prize pr@t.
Time, I would suggest, to change your monicker to ‘Digital Export’ – and ship on out.
Lighten up, PeeBee! It’s Christmas soon.
I don’t take my job lightly, Sir/Madam/Insert-preference.
I don’t take my clients lightly either.
Your comments, on the other hand…
Weightless.
Don’t like the comment?
Diddums.
I didn’t ‘unlike’ it I’m afraid. Water off a ducks back my friend.
Didn’t say you did.
Exactly. So who carried out this earth shattering research – oh – that will be Hoopla!!
Roll on Christmas. I think we can all spot a turkey when we see one.
Brand awareness for Zoopla doesn’t put them on the top of the tree for users. Wonder what percentage of the survey’s respondents were in London? By the way you commented that Onthemarket’s share was unaltered but your numbers suggest it went up by 3%
Zzzzzzzzzzzzoooooooooooplaaaaaaaa……. sending consumers to sleep.
drip drip drip – and the money keeps bleeding away