Rightmove, Primelocation.com, Propertyfinder.com and Findaproperty are all battling for positions with high profile offline advertising campaigns costing millions of pounds. The stakes are high with the reward of lucrative UK estate agent property advertising. Rightmove has over 12,500 estate agents offices out of an estimated 15,000, Rightmove are generating more revenue by introducing banner adverts on the map sites of the ‘more property details’ page — but even that is enough for 20 million page impressions
Primelocation Chief executive Ian Springett said: “Our total marketing spend for 2007 will be £7 million. Primelocation are spending heavily on major search engines and we are maintaining our exposure in national press, including The Sunday Times, The Times, The Independent, The Mail on Sunday and the Daily Mail as well as key London titles such as the Evening Standard
Findaproperty, also owned by the Daily Mail group, are doubling their advertising but with a different strategy avoiding television advertising.
Chief executive David Garrett said: “ marketing campaign will include extensive outdoor campaigns on buses, poster sites, mobile poster sites and promotional teams out on the streets running competitions directing house-hunters to the site.
“These campaigns will be co-coordinated with regional radio coverage consisting of airtime, promotions and sponsorships and regional press coverage.
“For us, 2007 is about delivering growth and great value for our clients. With a massively increased marketing spend we will heavily invest in all forms of advertising including TV, radio, online and print to increase the number of leads we generate.
“We will double the size of our customer service teams. We will also launch a range of exciting new products to help agents stand out from the crowd even further while keeping our prices much lower than other portals.”
Propertyfinder chief executiveWarren Bright commented that 2006 was “a great year for propertyfinder.com’s 4,100 clients”. He added: “Their properties were seen by twice as many people and they received twice as many leads. A large number of them benefited even more by using one of our new ‘Stand Out From The Crowd’ products to really differentiate themselves online. With a massively increased marketing spend we will heavily invest in all forms of advertising including TV, radio, online and print to increase the number of leads we generate.
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