Rightmove, The UK's leading property portal has put together what it affectionately calls its 'Little Blue Book'. Not available at Amazon or your local bookstore, it is an online guide to assist buyers fully understand the dynamics of the UK property market.
Across 10 section Rightmove has developed easy to understand charts and analysis on the key aspects of the property market covering sales volumes, asking prices, mortgage approvals, consumer confidence and the UK Help to Buy Scheme which has certainly become a contentious subject within the property market and the wider economy as it has been blamed for what has become quite a heated property market in the UK over the past year.
For me the interesting insight is this chart tracking the inquires from the site to agents concerning property for sale and for rent over the past 3 years.
We have certainly heard the statistics of the trend to greater access to the portal via mobile devices which tops 50% nowadays but here is the data of lead generation from mobile devices edging close to 30% of the more than 3.5 million emails leads per month generated by the site and forwarded to agents. A total of over 31 million inquiries in 10 months!
The Little Blue Book is the product of the Research department at Rightmove headed by Matthew James and is the second one they have produced.
This form of supportive marketing is a smart move by such a leading portal, delivering insight and analysis from published government and industry stats as well as proprietary company stats which will be seen as a vital assistance to home buyers. Whilst the age of the printed book maybe obsolete you can't help but wonder of the value of a hard copy version of the book being distributed through real estate agents. The agents would I think fall over themselves to offer the book to clients thereby furthering the brand awareness and brand credibility.