The Secret Agent: Are Zoopla missing a trick

The battle of the property portals is warming up. Well not really, but Zoopla now plan to offer free coffee to members in an attempt to build loyalty.

My initial reaction on hearing this was fairly negative, partly because I have never used loyalty schemes and partly because it sounds gimmicky. Waitrose adopted the free coffee' offer, which has received a mixed reaction from their customers.

Zoopla believe the loyalty scheme' would be worth around £99 per person and is doing it because many of its members are too small to be able to participate in their own scheme. It sounds very charitable but I cannot see it acting as a serious incentive.

My own view is that given a choice most agents view Zoopla as the poor relation to Rightmove, however last week I met a local agent that only subscribes to Zoopla and they do very well. In fact, so well that Rightmove won't get a look in at that particular agency.

So when I thought about the free coffee offer some more it made me think that perhaps Zoopla are really missing an opportunity. I will share my thoughts about Agents' Mutual another time, but let's just say I am not a fan.

Rightmove has become extortionate in comparison to Zoopla but buyers use it as their go-to site. In my opinion this is because it is more user friendly compared to Zoopla.

It is a challenge, but Zoopla would be far better off concentrating on building greater loyalty with the public than offering grande skinny lattes to its members.

*The Secret Agent has been in property for almost 20 years and trained as a Chartered Surveyor. He enjoys nothing more than being involved in property and has invested in, renovated, developed and sold plenty of property for both himself and clients.

(In between selling property this agent loves nothing more than being involved in rugby and whilst slower and heavier, continues to be as involved as possible.)