Zoopla claims top spot for portal brand awareness...

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17 July 2015

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Zoopla claims that new research shows it leads all UK property portals with the highest level of national consumer brand awareness.

The research, conducted by Harris Interactive on behalf of Zoopla Property Group itself and undertaken between June 29 and July 3, questioned 2,098 consumers across the UK.

ZPG says the figures show that Zoopla’s “national spontaneous brand awareness” amongst all adults is 38 per cent versus 34 per cent for Rightmove and two per cent for Onthemarket.

Zoopla says the findings also signal “increased vendor activity later this year” with seven per cent of consumers surveyed expecting to sell in the next 12 months, up from five per cent in February.

“This research reinforces how the Zoopla brand remains front of mind with consumers when thinking of property search and research. This is a difficult market in which to establish brand loyalty which we have done through constant innovation and differentiation. And our high levels of brand awareness and usage are helping us to deliver record levels of instruction leads for our members to take advantage of” says ZPG spokesman Lawrence Hall.

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- Karl Knipe
- 17 July 2015 08:41 AM
I doubt there is much between the big two. I think RM could point to research putting them top of the pile. Certainly, RM and Zoopla - and PrimeLocation to a lesser extent - have entered the national consciousness in a way OTM will struggle to ever do. They are the market leaders by quite some distance, with significant PR teams and serious investment behind them, so of course their brand awareness is going to be excellent.

If you can get your name on the side of a London bus, you're pretty much sorted. But as we've seen with OTM, having glossy, expensive TV adverts and an extensive marketing drive doesn't count for much if the average person on the street isn't aware of you. People are aware of Zoopla and RM, because they are the go-to portals for anyone looking to buy or sell a home. They are automatically associated with property. People hear the name and immediately know what they stand for.

Whatever you think of them, their branding is very successful and eye-catching and I just can't see OTM ever matching their success.

- Jon Tarrey
- 17 July 2015 08:48 AM
Main difference is this: people outside of the property industry will, for the most part, be aware of RM and Zoopla and what they do. People outside the property industry have no clue who OTM are, despite the best efforts of that ill-fated TV ad.

If you went and asked 30 random people on the street to name two property portals/websites, I could guarantee you that nearly all would say Rightmove and Zoopla. None would say OTM.

Whether we like it or not, brand awareness is all-important. AM, for all the talk, bluster and money they've ploughed into OTM, must have known they were on a hiding to nothing from the start. They were never going to become as big or as well-known as the big two. They'll tell you that's not what their intention was, but I think we all know that's not true.

Because they will be unable to break into the national psyche in the same way, they will fade away and die - whether that's six months from now or six years is immaterial, I just can't see how it won't happen.

- John Bamonte
- 17 July 2015 09:32 AM
Are we not going to question the fact that this survey was commissioned by Zoopla and Zoopla come out on top? Let's face it. spin is spin and if the results weren't flattering - this wouldn't have been released to the media. We know Zoopla is more popular in London - so were all the two thousand from the capital?

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