The Say No To Rightmove campaign has admitted that getting the number one portal to change its fee structure “may take a little longer to achieve.”
The campaign appears to have failed to persuade significant numbers of agents to leave Rightmove, and the Acorn Group itself - the London and south east England agency leading the campaign - remains on Rightmove as well.
In a blog on its website the campaign once again says Boomin - the new portal being launched shortly by the founders of Purplebricks - may change the landscape.
Referring to the glut of new portals launching recently the SNTR campaign says: “If Homesearch, Onedome, OpenBrix, PropertyHeads and their contemporaries are to sustain and win a game-changing amount of market share, they need huge marketing budgets and must go toe-to-toe with Rightmove, Zoopla and OnTheMarket.”
Then it goes on to say:”Perhaps the first of the challengers to launch with a properly funded, direct marketing strategy will be Boomin? Only time will tell if they can live up to their promise of being the agent’s friend whilst simultaneously seeking a more diverse set of income streams. Perhaps this will also stimulate renewed and innovative marketing strategies from both OTM and Zoopla.”
One agency backing the SNTR campaign has told Estate Agent Today confidentially that the latest campaign blog “means the white flag has been hoisted” and “Rightmove has won.”
The blog finishes by saying; “In the absence of agents setting aside their competitive nature and placing all their listings with the platform that provides best value – and nowhere else – it will be the portal that continues to win the hearts and minds of the public that sustain the greatest level of agent loyalty.
“Nevertheless, the dichotomy remains that UK independent estate agents really are the ‘kingmakers’ of the portal industry, if only they believed it. If we did all choose to align where our instructions are all listed, we could equally control what we spend.
“Say No To Rightmove remains committed to achieving major structural change, in particular the tariff paid to portals by the average estate agency business. The revolution that was threatened in March of this year may take a little longer to achieve, but the desire to achieve it has not waned!”