Figures released by Citylets show the Scottish Lettings Portal as the leader in the region, with nearly half of all traffic going to the site in the last 6 months of 2012, according to Experian Hitwise (custom category of mainstream Scottish Lettings Sites- Citylets, s1rental, lettingweb).
Visitor traffic for the full year was up 12.5% on 2011 to 3.3 million, more than double that of 2009 and more than treble 2007*. A direct scale up to a full UK sales and lettings site is arguably X50 equating to 165 million annual visits.
Agent offices on site also grew 13.3% over the year.
Thomas Ashdown, founder and MD of Citylets, commenting on the results said they were especially welcome in a year of change for the Scottish lettings market.
“We couldn’t be more delighted to record results like these in 2012. With Citylets.co.uk taking more and more centre stage in our product offering, it was essential for us to continue to deliver strong audience growth for our clients. We now attract 2.3 million more visitors per year than in 2007*.”
“Citylets took the decision a few years ago to invest heavily in its own audience reach and brand. We knew this was the only way forward long term and that the network era would come to an end. In my opinion, you can simply no longer syndicate your listings to other major property portals without material concern of helping them grow & inviting them into your own niche region. The few UK-wide portals that remain are too big to partner with. You have to know when to change your model.”
Citylets however signed an exclusive media partnership with Scottish TV last June which Ashdown attributes in part to a record period for the site.
“The media partnership with STV is a significant development for Citylets. We’ve aired over 1000 TV ads in 2012 and this has contributed to a marked rise in market share and brand searches- the term ‘citylets’ currently records around three times our nearest competitor**.”
Ashdown has promised to deliver a range of unique innovations in 2013 for both consumers and agents in their ambition to remain the UK’s most visited residential lettings site.
* source: Google Analytics
** source: Experian Hitwise, 12 weeks to Dec 29th