The Say No To Rightmove group which has been protesting what it feels is unsustainable pricing from the UK market leader for much of the year has released a statement in which it claims that the collective will to revolutionize the portal’s pricing has not dimmed but that the revolution may take longer than expected to come.
The agent lead pressure group also casts doubt on the ability of the majority of challenger portals to impact the hegemony of Rightmove “without tens of millions of pounds of marketing spend” and posits that Boomin may be the only challenger portal with the clout to take on the big boys.
“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. Perhaps the first of the challengers to launch with a properly funded, direct marketing strategy will be Boomin?”
Today’s statement from the 4,000 agent-strong group also says that temporary favourable conditions in the domestic market are keeping Rightmove buoyant and keeping some of its agents on-side for now, but that may all change soon:
“Buoyed by what are short-term headwinds, Rightmove appear to have learnt little or nothing from their clients’ representations over the last 6 months. Almost inevitably they will attempt to turn the heat back up – not just to full tariff – but will audaciously try to leverage some of the UK’s smallest agents into the most expensive contracts they have ever been presented with. Only the hardest negotiating and most confident agents have either held out for a better deal or, when forced to the limit, walked away.”
Read the statement in full here.