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Written by rosalind renshaw

Rightmove is to launch a beta version of its website next week, on June 8, to trial sellers’ response to a suggested retail price of £95 for upgrading their property to a ‘premium listing’ advertisement for a month (31 days).

Agents pay between £12.50 and £35 for a premium listing, so could make a profit on the difference between the ‘wholesale’ price and the retail price.

The trial will be in the Hull and East Riding area. Rightmove says it follows requests from some leading local agents for Rightmove to set a suggested retail price to help them sell premium listings on to potential sellers in their location.

Premium listing is the new name for premium display, a high impact advertisement on Rightmove designed to help get sellers and agents more leads.

Rightmove says that a premium listing will, on average, generate 21% more enquiries and attract 34% more property detail views than a standard listing.

The advanced style of listing includes larger pictures and fonts, and a silver background.

Miles Shipside, commercial director of Rightmove, said: “We know premium listing can work wonders for agents and sellers in increasing click-through rates to full details and generating more leads. By setting a price on site, we hope we have a solution suited to this tough market where agents can benefit from more business opportunities at no cost to them, or even create some extra revenue.”
 
The suggested retail price of £95 for a premium listing is marketed on the site, as upgrades are only available to sellers who are marketing through Rightmove member agents. There will be no relenting on the ban on private sellers, says Rightmove. The pricing policy will also limit the number of premium listings, preserving their exclusivity and performance.

Sellers who are looking at their property advert on Rightmove will be given the option to upgrade it via credit card payment to Rightmove or contact the agent to negotiate payment direct.

Premium Listing is still available to agent members, priced between £12.50 and £35 for the life of the listing. This means that agents can sell the premium listings themselves either as part of a package or individually and still make a substantial profit.

Rightmove adds a note of caution, however, and will clearly state on site to sellers, that a premium listing is not a ‘silver bullet’ for a sale, and sellers should be considering their property price and presentation too.

Rightmove adds that it is hoped this will give agents more opportunities to persuade stubborn sellers to reduce asking prices, which will also lead to more sales of existing stock.

Comments

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    Again Right move scrapping the barrel to generate income if some want to buy a property on line without gimmicks come on right move cut the bum fluff

    • 29 May 2009 15:54 PM
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    'Posted By steve0 on Wednesday 27th May 2009 12:25:02
    we use saleswise.co.uk no premium listing, no private vendors, simple to use etc,etc. But don't use it unless you know your way around property websites and understand it's not about traffic volume but quality. '

    Do you mean don't use it unless you're limited to 'South East Wales and borders'?????

    • 29 May 2009 03:10 AM
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    re: posters comments on propertylive.co.uk

    how does propertylive kick rightmoves fat arse when propertylive has hardly any properties on it

    why would anyone use propertylive when they can use rightmove which has far more properties for sale

    doesn't make sense

    • 28 May 2009 12:00 PM
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    marketeer raises a valid point, can EAT confirm whether these will be sold direct to the vendor or the agent?

    • 28 May 2009 09:42 AM
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    I totally agree with Che. That man is spot on! PropertyLive kicks Rightmoves fat arse

    • 27 May 2009 15:01 PM
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    its all about PropertyLive.co.uk !!

    • 27 May 2009 14:57 PM
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    we use saleswise.co.uk no premium listing, no private vendors, simple to use etc,etc.
    But don't use it unless you know your way around property websites and understand it's not about traffic volume but quality.

    • 27 May 2009 12:25 PM
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    Why is this story being 'sold' as a profit opportunity for the Agent? Misrepresentation surely. Rightmove will be marketing through their site direct to vendors who will pay RM by credit card. Therefore all the money is going to RM so how on eart is this an opportunity for the Agent? Surely it is taking the current option that an Agent has of 'selling up' a vendor away from them as they can go direct. Apologies if I have missed something in RM's press release but I think this has been poorly reported.

    • 27 May 2009 12:04 PM
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    i have tried this so called premium listing. If the majority all take premium listing how would your property stand out from the rest as all adverts will be similar. I does not work despite what RIGHTMOVE say. Tried & tested. Now resigned from RIGHTMOVE now ny neg can deal with quality enquiries. If you have the properties the buyers will come. We have dedicated the extra £7,000 to local marketing and this brings ina better return for new instructions. GIVE IT A TRY. I have not been with RIGHTMOVE since August 2008. This way I control when I am advertising.

    • 27 May 2009 10:34 AM
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    Miles Shiplake seems to think RM is actually able to influence the property market! The property market is influenced by higher powers than RM such as the state of the economy, job security (or peoples perception of their own job security), banks being prepared to lend and also Vendors finally letting the pennyu drop and realise their properties are not worth as much as they were 18 months ago at the peak. RM can do what they want and gullible naive agents will keep pouring money into it in the hope of increased business however RM dont have the answers...however they do have competitors who have grasped the concept of helping their customers in these tough times..hence they are taking business from RM, and rightly so.

    • 27 May 2009 10:31 AM
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    Rightmove is not an example of a good business, it is a classic exapmle of an orgainsation having so much initial capital that it can destroy all competition, however well run, by marketing oppression. What's clever in that, Brian?

    • 27 May 2009 10:29 AM
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    Rightmove mentioned- silly agents whine. Don’t pick on successful businesses that, unlike you lot are not stupid enough to do sheds loads for nothing. No Sale- No fee what a business model! That gives you no right to comment others that have a good one.

    • 27 May 2009 09:53 AM
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    Miles Shipside has been saying since January 2009 that sellers needed to reduce their prices 25% from peak. Rightmoves Index has the average asking price at £220000, Nationwide / Halifax have the average selling price at £155000 30% off peak which is about right as most lenders are now valuing property 30% - 40% below peak. It would be more helpful if Rightmove would organise listings as "people who actually want to sell" that is those willing to take 30% off peak, and "those that only want to sell at peak". I used to thik Premium Listing meant "people who actually want to sell", but most of the properties that have been Premium Listed are back on at a normal listing still at hugely overvalued prices. Most people I know that have been trying to buy have decided to wait until January 2010 by which time there should be some vendor realism , property indexes will show 35% falls and Miles Shipside should be advising sellers to reduce by 40%. If I was a seller that ACTUALLY wanted to move I think I would take an offer of 25 - 30% off this year rather than wait until people started offering 40% below peak. Mortgage lending is down nearly 2/3rds, the RMBS market is closed, lenders are out of money, Moodys downgraded on the "assumption now is 40% falls", it is rumoured the FSA stress tested on 50% falls. Premium Listings at hugely inflated prices sadly is just a measure of vendor desperation.

    • 27 May 2009 08:37 AM
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    A perfect example on how to charge twice for the same thing! Every premium listing by definition will detract from the ordinary listings that you have already paid for.

    • 27 May 2009 08:31 AM
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