With nearly two weeks since the announcement, there is no doubt lots of talk within the UK property industry however, details of the merger of Zoopla and DPG remain sketchy.
We do know however, that the equity split will be 55% to A&N Media, the owner of the DPG Group, and 45% to Zoopla.
The Office of Fair Trading is reportedly reviewing it and considering whether arrangements are in progress or in contemplation which, if carried into effect, will result in the creation of a relevant merger situation under the Enterprise Act 2002.
Should it be found to be a relevant merger situation, the OFT will further consider whether the creation of that situation may be expected to result in a substantial lessening of competition and warrants reference to the Competition Commission for investigation and report.
The big questions for the industry will be how the brands are treated and how the structure will be rolled out to agents. Will the brands be merged? Will they remain independent with common listings across all sites? Will there be one or multiple subscription packages?
According to Zoopla founder Alex Chesterman, no firm decisions have been made as to the integration of brands or platforms but he is confident the merger will result in a more competitive pricing overall in the market.
The devil will certainly be in the detail which will be increasingly anticipated by the industry. We will keep you posted as more finite details emerge and have a closer look as to what it means for consumers and agents alike.
In the interim, we would welcome thoughts from our readers.