Rightmove Bashing - Rant from our MD

Rightmove Right portal?

A common hum I hear from Dezrez agents is what we’ve come to call Rightmove bashing! Agents across the country complain about the cost of Rightmove and how it is too expensive. I believe Rightmove are so successful because they are able to justify their existence and therefore their fees! It helps that there doesn’t appear to be a real credible national alternative (I mean an alternative that the public and agents see as credible). Rightmove cleverly informs you everytime you have a lead that originated at their source, and so they should! You taught them how to do it! It’s the same reason agents put “SOLD” signs up outside houses and continue to advertise “Sold” properties through their websites. “Look how good we are, this is what we did – this is why you should continue to use our service!”

I often ask agents to explain where their leads come from, and better still show me in the dezrez software to prove it. The number of agents that don’t track their lead sources and monitor where their clients “originated from” never ceases to amaze me! For years, agents have shelled out thousands to the local newspapers without actually considering “what business can I actually attribute to the local newspaper.” Ask yourself the question – “do I really know?” – or “When was the last time I actually looked?”. The newspapers took a hammering during the recession with agents dropping it as one of their largest outgoings – it took the worse recession since the 1930’s for many agents to realise that they were no worse off!

So to the Rightmove basher... Look at the leads you receive from Rightmove (referrals and also people who found you through the site and walked through the door). Calculate the cost per lead that you receive from Rightmove. How many of those leads turn into a buyer or even better a seller? Before you moan about the cost of Rightmove, find out how the figures add up for your business. These are the things every good branch manager should know. If it isn’t worth it then explain your justification to sellers. Hard facts go a long way with sellers and often inspire confidence in you as an agent.

What else could be attributed to Rightmove’s success? Well I hear the other portals saying ”We won’t waste money on expensive TV advertising!”. Rightmove TV advertising is very successful! Analysing our database has shown us that the number of Rightmove leads sent to agents RAPIDLY increases after one of their campaigns. This year their advertising took a change in tack in “persuading” sellers that their agent should be a “Rightmove agent”. Getting the general public to do the sales job for them! Clever stuff.

So what is dezrez’s interest in Rightmove? Merely as an observer looking in and someone who listens to the hum of the common estate agent! We have worked alongside most of the portals for years and have found Rightmove to be a very forward thinking technology partner. We have discussed ‘live leads’ (the process of sending leads direct from portal sites into the dezrez system) with other portals and explained their importance for ‘Justifying the portals existence’ – Deaf ears I am afraid. We launched this functionality with Rightmove nearly 9 years ago!

So before you give them a bashing, actually work out what you get from them compared to other advertising mediums. Work out your bang per buck, you might be surprised by the results. If you’re right, then Bash away!

Wilf Lewis