Subscriptions to Rightmove will be largely pegged, while a new marketing campaign – its biggest ever, and unveiled to staff yesterday – is about to be launched.
Miles Shipside, the portal’s commercial director, said of membership fees: “While we have proved Rightmove is a very cost-effective way of reaching a majority of home movers, we have no plans to increase membership rates, outside of those already written into longer term contracts.”
The ‘See More’ campaign, designed to reach 44 million people through television and other advertising, and new window stickers for agents, is worth around £10m.
Launching in late December, it will promote the number and range of properties on its site, and the ease of using Rightmove to find a property.
Kathryn Harris, Rightmove marketing director, said: “At Rightmove, consumers can see more property for sale than any other single place, and during our research phase, that was identified as the single most important thing to home movers.
“See More is intended to encourage home movers to be more confident by seeing the possibilities and information available to them.
“As the UK’s number one property website, with over a million homes for sale, Rightmove is taking a leading role in getting the home movers who make up the almost 40 million visits to our site a month, and more, back into the market through an innovative, integrated, heavyweight campaign that benefits consumers by making it clear we’re where the homes are.”
The campaign starts on Boxing Day, and will kick off with an epic 40 second-long TV advert. There will also be poster advertising in cities and on London Tubes.
Shipside said: “We think the campaign is bold and confident while still remaining warm and appealing. Our most important task as a company is to drive motivated home-movers to our members, and in this market, there is the added challenge of creating more of those motivated home-movers to begin with.”
Rightmove to launch its biggest ever marketing push
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Comments
Rightmove generated some of the £10 million money for its ad campaign by laying off a considerable number of its sales force, despite viability, and the main way to provide any real value for money.I am currently serviced over the phone by someone who sitting in Milton Keynes with no idea about my marketplace.The company expects to lose more customers-EA'S and developers, but is pinning a lot of its future revenue on its Choice products and Housing Association channel. Use the free portals until they charge, in the meantime, do as we have done and cancel the membership, and in the meantime spend the money saved internally-branding/finding out what homeseekers want in your area.
Rmover, your clearly not an agent, as you show a distinct lack of insight from our perspective. Firstly if you leave RM you get punished for returning, with significantly higher fees. Secondly, I think you’ll find that most EA’s responsible for righting the cheques, have complained for years about RM’s ever increasing fees and the so called beating we have had to take over the years as a thank you for supporting them. The difference in a good market was that we all felt that being shafted by RM was a necessary evil to keep the staff happy, rather than the quality of referrals they generated, which would have found their way to our office through other mediums anyway.
Why does everybody on here rant about rightmove when clearly it has been an integral part of Estate agents business for many years and has obviously contributed to estate agents coffers over the last 7 years, I did not here any complaints then!
Truth is many estate agents have been 'order takers' and have been dragged along by a buoyant market, now its time to seperate the men from the boys and frankly there are not many men left out there!
Agents who are pro-active, working their stock effectively, on the phone, and using all the tools available from rightmove are the agents who are still selling, of course its not what it was, and maybe it never will, but when the market does turn these agents will have a fantastic platform to build from, also all agents have a 30 day notice period to leave at any time, so all this crap about leaving in the new year, its all a puff of hot air!!!!
in reply to mumstheword: customers only ask about RM because agents have paid such exhobitant fees over the last few years they have then gone out on vals with 'were on RM'. You all have created the demand. Re-educate your vendors, like many on here have said, group together locally and agree to all sing from the same hymm sheet and you can all come off. I'm amazed by the amount of agents that are still whinging about the market, yes its tough but people still need to move. Pick up the phone, speak to your applicants, vendors etc. Get back to actually selling houses and not merely shuffling papers like the last few years has been. The pro-active agents will survive. I'm a believer that the portals do drive traffic and leads but its what you do with the leads that count. You need to change your attitudes and consider your output in effort not your wallets!
People still need to move, they upsize, downsize, change area (which is where the portals do help- not every moves locally) etc etc. My own house is on the market and there has definately been an increase in activity, if houses are priced right people will buy.
Lets be fair the only real bad thing we can say about rightmove is their unwillingness to reduce fees.
(someone else touched on this) how many sales have you had from them, I promote my own site, Globrix, propertylive, propertyfinder, all of them yet I only ever hear ''This is a rightmove enquiry''
What about the bizzare logic of the more who go on rightmove they can afford to bring the price down?? as the more they currently lose, they have to make the money in some way! they are a business afterall just like us and only now times are hard we are slating them!
Imagine all your vendors saying to you now, reduce your fees or I will come off the market, would you? (a yes and you are weak - a no and you are sticking to your business models and respect through-out the industry is gained) How many of us have increased fees or at the very least stopped dipping on them to win that instruction in this market as every penny counts! is this not exactly what rightmove do! Do any of you know what their outgoings are to run such a organisation! some of us are struggling to run one office let alone something the size of rightmove.
THEY WILL ALL CHARGE EVENTUALLY, the only real way to have the level playing field would be to only have you own site! and still then some will complain they cant afford good designers! Yet will no doubt refuse to give up the BMW or AUDI as driving a smart car would be far too much of a come down!
I am all for saving money, but we are seeming to focus on this a little more than thinking of ways to sell homes and make things happen.
One last question! would we all reduce our fees if we come off rightmove? seriously, would you call you vendors and knock money off their bill!
Like someone else said lets be careful the rightmove fightback isnt ''List your house with is for £xxx and take advantage of our online conveyancing and estate agency service'' it could happen!!!!!!!!
Richard H rE Your comment that it was rightmove who stopped tesco, if you do your research you will see that it was an estate agent in derby called hannells who took a court injuction against them for breach of copyright, and this was the catalyst of tescos downfall
got my new window stickers today, these along with a 10 million pound marketing campaign will make people buy houses again. I feel all warm at the thought of being saved by rightmove. I hope they put the fees up then they can do a 20 million pound campaign so twice as many people want to buy properties, oh, wait a minute......... thats not how things work is it
This is a desperate move by Rightmove. I would hedge my bets on Globrix - the business model is much more sound and it is being promoted without much effort by its Newspaper owner The Times.
Sarah you are spot on with your point about propertylive, after reading some info we had closely and then chasing the NAEA for confirmation(that they didnt want to give) it was confirmed there is a clause in the contracts that means come a date in 2010 they can start charging what they want for it. We won't join and will stick with RM. All I will stay is 'the grass ain't always greener' careful what you wish for. Do you not think if push came to shove with the name and reputation of rightmove in the public eye if they started losing agents like most of you ***** want they would just become an agent in there own right and wipe the floor with us??? Also wasn't it effectively RM that stopped tescos breaking in to the Estate agency market last year(according to the CEO of Tescos). I guess that none of you were happy about this???
Had lost hope recently and thought we were the mad ones but rob, drew & sicofreadingit you have given me hope that there are still people with brains out there in our industry. Hope the 'planks' leave rightmove sooner rather than later as I fancy upgrading the car next year and a few more £££'s will help and they would only spunk it trying to push new/lesser portals who once get bigger will no longer be free. Had the chance to speak with the head of NAEA in our area last week who was trying to get us on board - HE LET SLIP PROPERTY LIVE WOULD BECOME CHARGEABLE AFTER 2 YEARS (VERY FREE SOUNDING - oh yeah almost exactly the model Rightmove,PL,Find a Prop have used). I for one know rightmove paid for itself in the last 6 weeks and the ROI for the year is nice and healthy. If anyone wants to add a list of numbers I will ring rightmove for you and give them your notice as you probably don't have the money for the call them or a stamp for the letter. And for the record who are this shower calling them selves the INEA...lol
Are you turkey heads out there really all so stupid as to not not realise that RM is spending your exhorbitant subscription fees to advertise on TV over the Xmas period to pit your own clients against you if you withdraw from advertising from RM. For heavens sake start acting like the entrepeneurs real agents are rather than the lemmings you all appear to be!!
You guys can winge and cry like babies as much as you want. If you don't get a positive return on your investment - then don't use RM. We know perfectly well you pay for the most coverage, we have both direct referals and customers finding us through RM. Stop crying and expecting the world to fall at your feet in hard times.
Now must be the time for all member agents to fully support & promote propertylive and turn our backs on over priced over powerful portals like rightmove & findaproperty.
Yes pay per lead but how much? How much are a vendor, pruchaser, landlord and tenant lead worth? Can I get everyones thoughts please.
You agents still on Rightmove.co.uk get some balls, and drop them!. In our area large and small independent estate agents have come off rightmove.co.uk, we now using findaproperty, globrix, ononemap, NAEA’s new website and of course our own website. The only estate agents still on rightmove left are the corporate estate agents who are the majority owners of the shares in RM anyway. This week we have sold four houses, without being on rightmove! (PS these are not repo’s). Join forces with other independents in your area and all come off and save yourself the money, remember power in numbers. Also when you come off RM, they have lost the power in your area. Personally think we should in the future only pay per lead
If you idiots stopped all the threats to leave (without the balls to do it) they wouldn't need to spend millions on making the public see rightmove as a must and they might reduce costs....not a brain cell between the lot of you
I agree with a lot of whats being said. Agents should switch the order of priority to --- 1. your website. 2. other websites that drive you traffic. You've invested time, resource and effort into your website & brand so why not promote that as your first priority? You print it on your brochures, the local area knows your brand, etc. Rightmove should eventually be a supplement to your own web presence.
This is pitiful, endless whinging... a fine example of the pathetic UK Phyche to knock anything successful. Dont blame Rightmove for the fact that your business is not financially sound enough to afford to stay on Rightmove. I suspect someone closer to home is probably more responsible for that than Miles Shipside!!
You helped make it what it is so stop bleating. You only want everyone else to come off Rightmove because you're scared that if your stronger competitors dont they'll take even more of your market share. Stop telling us your "coming off in January" and just get on and do it and then your bleating and whinging is likely to desist even more quickly than it's probably already destined to.
Quote: "40 million visits to our site a month, and more". Yes and how many did you sell RM! The biggest collection of unsold properties. A waste of money
Rightmove still works ask every buyer and vendor and they all say "are you on Rightmove" its the customers who call the shots and as long as Rightmove remains that will always be the internet property portal they think of first. Rightmove is not my cup of tea neither however, which other portal can carry out such marketing in this market. Globrix and some of the others will be gone within the next year, there is not enough of the cake to go around to keep them viable.
If I were in charge of rightmove now or in the forseeable future I would take all these comments very seriously. Promoting your own website seems to be the correct action to take. Also what good will it do anyone to see right move on a telly advert spending our money in this market at Christmas & when no mortgages are availale.If most agents take this view & drop rightmove there would be a level playing field.
Hi all,
There is strength in numbers. We are here for all the independents that want to come in. Work together. Rightmove has taken a lot of your money. Its time to make a stand. Be it with INEA or elsewhere. Look after your interests. INEA allows agents to work together in a very automated way. Any enquiries please just call: 01233 633633
There is Strength in numbers!!! - December is a quieter month - should'nt you be speaking to other agents in your town and agreeing to all come off Rightmove?? - yes the few corporate agents that own rightmove (your competitors) will still be on there but they will not be able to make the claim of being the number one property portal if we all have the back bone to stand up and come off rightmove. Bare in mind rightmove spend a lot of their time publishing statistic about how bad the property market is - They then have the cheek to say they are increasing their advertising budget - I wonder who is paying for this? - All without any suggestion that they will reduce their fees - unlike avery other property portal and local newspaper I have dealth with recently! - do we really want to continue filling their pockets??
rightmove are unbelievable.If they really wanted to retain their position as leading portal they would be trying harder to retain their most impotant asset- agents, by reducing costs at such a difficult time. They are as clueless as the government itself!
What a bloody cheek. The only reason they want to spend our money is because they are hoping this will persuade us not to pull out.Mr Shipside is going to regret he didn't listen to our pleas to reduce fees and help us all through these appauling times.
My referral rate through RM has dropped off dramatically. Notice my fees haven't!!!
All property portals are a joke used by lazy agents tired of traditional estate agency principals, pick up the phone and speak to people. Stop moaning, you brought it on yourselves by creating these monsters.
Just do what our area has done,,all come off rightmove..it s power is your weakness of thinking you have to be on it..Use your own website for real results.
Its an absolute joke. They should reduce there fee's today. I will no longer be on rightmove come the new year if they dont.
Good Grief!
NOW is the time to PROMOTE you own website locally - not that of the portals! ANother rightmove sticker in your window?? NOOOOOO That is not the way forward. Rightmove (and other portals) are laughing at agents as not only do they PAY them, but they ADVERTISE their brand ...FOR FREE!!!! Instead of spending £x 100's with portals, spend the money promoting your own site. If you send a buyer to rightmove, they then have access to your competitors. (they will anyway, but hey, don't make it easy for them)
Obviously, when I say "buyers" I am speaking hypothetically!
My Globrix window sticker arrived yesterday. I presume they're in the process of sending them out as we speak. Oh and how much better than RM does it look. Lets support the portals that don't punish us for our significant help over the last 7 years.
Yes I can appreciate RM fees are high, but how many sales have the leads from that site generated over the last few years?? I'm sure the commission earnt far outweighs the costs.
im feeling some strong rightmove hate....
I had one of their managers in last week telling me that he would not cut my rates and Rightmove would always be a paid for portal. I said that by the end of March 2009 Rightmove would be free or dead. Lets ask Mr Shiplake if he would like to predict the share price on 1st April. 'All fools Day'!
Hurrah, (fanfare) Rightmove will single handedly bring the sales market back from the brink with £10m of our fee's. well, not with mine. i wont be there from 1st jan onwards. good luck!
Get your blinkers off RM!!!! give the agents that supported your website in the good times a break !!Get your fees down NOW
Mr Shipside you really are out of touch with reality... Is this going to bring buyers flooding back? I think not. However when the market does pick up again - maybe in 12-18 months (?)rightmove will have lost many of its subscribers who have will have been forced to close down. What agents need is help now and a significant reduction in rightmove fees would be a good start - not a 10 million pounds (of our money) advertising campaign!!
'The rightmove [sic] is on the wall!'.
Why start a £10,000,000 advertising campaign with an "epic" 40 second TV advert on Boxing Day? It just seems such a waste of money. Anyone who knows the market won't be advertising till the end of Jan / early February surely?
This wouldn't be RM trying to spoil the launch of Propertylive would it? Or a last ditch effort to retain their dwindling client base? That's OUR ten million about to go down the tubes to prop up a dying brand.
Globrix window sticker??? where do you get one of those then? I've only made about 10 requests. I would love to promote the alternative but they aren't very cooperative.
The total cheek and arrogance of Miles Shiplake is beyond belief. He is the Simon Cowell of the Property Portals...the difference is that Simon Cowell understands his market and is succesful! All Mr Shiplake and his board have done is ignored reality and sit there in their isolated Ivory towers thinking they are above the economic crisis which is hurting us all. As a Rightmove shareholder I have attempted to have my feelings heard by other at Rightmovebut to date all emails and correspondence have been ignored. When RM go bust it will be because they have misread and ignored their clients who made them who they are today. G-D its good to rant!
Wow 10million, I might sign back up today. (ring ring), oh no, I cannot afford that! Ha, thats where they got the 10million from. Doh!
unless RM drastically cut their rates (i.e. halve them)they will be out of business within a year. Only the strongest will survive, not the greediest.
'No plans to increase membership rates' I should think not! And as for the RM window sticker, you know where they can stick that and it certainly wont be in our window. No way am I providing RM with free advertising and then being clobbered for the privilage. I've removed all traces of RM logo from our marketing material & have now a Globrix sticker in the window.
mr shipside, do you read the news do you really think your advertising campaign is really going to change the current situation, I think not, Why dont you save the 10 million and reduce the fees to agentsthen step aside and resign, let someone who understands the market which they serve ie estate agents takeover tehn perhaps you would not be losing so many agents.