Another day (or should I say hour) and another release in the ongoing war of words between OnTheMarket and Zoopla. This time it is Ian Springett, the CEO of OnTheMarket, firing back at Zoopla who openly questioned the numbers being touted by OnTheMarket.
The release is reprinted below in full. What is interesting is the different approaches being taken by Zoopla and OnTheMarket in the war of words. Zoopla takes a very analytical approach to its attack. It often refers to third party sources of information including Hitwise and ComScore. It has to as it is listed and therefore open to very high levels of scrutiny.
OnTheMarket on the other hand is very strong on rhetoric and very light on stats and data and when it does quote stats, like two million unique visitors to the site, it doesn't quote sources. As this business grows and the battle with Zoopla (in particular) continues, it will have to move from strong rhetoric to a more fact based communications style if it wants to really win the war.
Here is the latest release in full ...
Ian Springett, Chief Executive of OnTheMarket.com, said:
"The figures being quoted by Zoopla Property Group with regard to traffic levels at OnTheMarket.com are entirely inaccurate. We stand by every figure we have previously stated and there is no question that less than six weeks after our launch, on March 6 and 7, we passed the mark of two million unique visitors to the website. We regard the allegation that we are 'deliberately engaging in a campaign of misinformation' to our members and the market extremely seriously.
“These latest inaccurate traffic figures are simply the latest instalment of Zoopla's desperate smear campaign against OnTheMarket.com. Zoopla is trying to intimidate agents who have chosen to remove all of their properties and their corresponding advertising expenditure from Zoopla to list with OnTheMarket.com because so far around 90 per cent of our members have left them.
"Zoopla has previously claimed OnTheMarket.com would not never get off the ground, then it presumed it would not raise enough money, nor launch on time. They suggested the website would not be good enough and agents would not respect our one other portal rule but we have proved them wrong on all counts and we remain confident in becoming the number two portal by January 2016 because our membership base and our traffic levels are increasing. They also claim we are targeting the high-end market but our multi-million pound advertising campaign has been widespread across TV, print and pay-per-click.
"With every smear tactic used, it is clear just how out of touch Zoopla has become with the commitment of our 4,800 plus member agents to create a superior market-leading, mutually-run, property-portal.
“Ultimately, the property-seeking public and the agents themselves will decide over time which portals deliver the most value."
Source: Press Release