Property Search Engine Home.co.uk looks at the future of UK online property advertising should the merger go ahead.
90% of UK sales agents advertise properties on 'the big 3' i.e. Rightmove, TDPG (FindaProperty, Primelocation, Mouseprice) and Zoopla. So, whatever happens, it will certainly affect almost everyone involved in buying and letting property. Here we focus on the portals' customers (i.e. agency clients) rather than share of web traffic, with the latter very much dependent on your choice of measure.
Taking a look across sales agencies, we estimate that Rightmove covers 76% of agent offices, FindaProperty 61% and Zoopla 39%. FindaProperty & Zoopla combined would cover 71%. However, if we add in the lesser-known Mouseprice (part of the TDPG stable), it's 'neck and neck' with TDPG's overall percentage of sales offices coming out at 75%.
The booming rental market on the other hand presents a very different story. Rightmove covers 68% of letting agent offices, FindaProperty 62% and Zoopla 41%. FindaProperty & Zoopla combined would cover 73%. Add in Mouseprice and the TPPG letting-agent share reaches a Rightmove-busting 78%.
"Our assessment of the likely impact of the proposed merger suggests that Rightmove would be knocked into second place by the superior market presence of TDPG and Zoopla in the rentals sector," commented Doug Shephard, Business Development Director at Home.co.uk. "Should the merger go ahead, Rightmove would be expected to fight back by attempting to increase their share of rentals. This potential 'battle of the giants' should lead to price competition, which would help reduce the costs of both selling and letting."
Agencies and their clients would certainly welcome such an outcome. The proposed TDPG-Zoopla merger is currently under review by the Office of Fair Trading.
Notes for EditorsOver the last 22 years, Home.co.uk has become established as a dynamic, innovative and ethical service. By providing the UK's most comprehensive Property Search and Estate Agents directory coupled with detailed House Price analysis, Home.co.uk delivers the real power of the Internet to inform and empower estate agents, homebuyers, renters, landlords and sellers in across the UK.
Phone: 0845 373 3580
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