Great PR: How Portals Do It (Part 4)

Simon Baker

February 20, 2012

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In the fourth and final part of our series on portals and how they can generate great PR, we look at four company generated PR reports that have strong coverage in their markets. Interestingly, 3 of the 4 are from the UK.  The first three articles covered the types of good PR for portals, an interview with Charlotte Ashton from the UK PR company AB Property Marketing, and how portals should organise for PR.

These reports cover for different areas: asking prices for established homes, overseas searches, foreclosures, and new home prices.

Rightmove House Price Index

Rightmove’s House Price Index is compiled from the asking prices of properties coming onto the market via the estate agency branches listing on Rightmove.co.uk, representing around 90% of properties on the market. It is produced from factual data of actual prices of properties being listed each month.

In the UK around 95% of properties are sold via an agent, while only 75% are purchased with a mortgage. The index differs from other house price indicators in that it reflects asking prices when properties first come onto the market, rather than those recorded by lenders during the mortgage application process or final sales prices reported to the Land Registry. In essence, Rightmove’s index measures prices at the very beginning of the home buying and selling process while other indices measure prices at points later in the process. Having such a large sample size and being so up-to-date, the Rightmove Index has established itself as the UK’s leading indicator of current and future trends in the housing market.

For more information contact [email protected]

RealtyTrac Foreclosure Market Report

This report provided detailed information on foreclosure filings — default notices, scheduled auctions and bank repossessions.

The report is high read and widely reported, providing RealtyTrac with strong market coverage. According to their website, RealtyTrac’s foreclosure data has also been used by the Federal Reserve, FBI, U.S. Senate Joint Economic Committee and Banking Committee, U.S. Treasury Department, and numerous state housing and banking departments, private companies and academic institutions to help evaluate foreclosure trends and address policy issues related to foreclosures.

It is prepared on a monthly basis by RealtyTrac, the leading online marketplace for foreclosure properties, with more than 1.5 million default, auction and bank-owned listings from over 2,200 U.S. counties, along with detailed property, loan and home sales data.

Here is a link to their more recent Foreclosure Market Report

SmartNewHomes New Homes Index

The SmartNewHomes New Homes Index is a monthly monitor of all new homes promoted on the SmartNewHomes.co.uk site. The index is based on both properties and enquiries on the SmartNewHomes website, and records the price of new homes for sale by region and type of property and is mix adjusted, as well as tracking consumer demand for properties on a monthly basis.

SmartNewHomes is the UK’s leading new homes website, representing 85% of all new homes for sale in England, Wales and Scotland. Along with its sister sites Email4Property, Zoomf and Homesoverseas, it forms part of Trinity Mirror Digital Property.

Trinity Mirror Digital Property is owned by Trinity Mirror plc, one of the UK’s largest newspaper publishers.

For more information please contact Laura Scarrott at The Wriglesworth Consultancy.

Rightmove Overseas Search Report

The Rightmove Overseas Search Report tracks the number of searches done on Rightmove Overseas, part of the UK’s number one property website, Rightmove.co.uk. Rightmove Overseas advertises thousands of properties from agents and owners in over 80 countries around the world and averages over 2,500,000 searches a month for overseas property.

This is a good report for tracking UK buyer demand for overseas property. Here is an excerpt from the most recent report:

“January saw record traffic to Rightmove Overseas with over 2.8 million searches performed on the website. The turn of the year always marks a surge in interest for overseas property and Rightmove advertising on television in January will have helped but this year is significant because it represents 76% uplift on the same period last year.

“Spain reclaimed the top spot from France and with 20% of all the searches it is now the most searched for country on the website. Serious emigration buyers typically use the New Year as a catalyst to kick start their dreams of leaving the UK for good. A traditional favourite with English speaking émigrés, Australia, saw a hefty rise in interest in January with both Western and Southern Australia growing in searches by over 100% month on month. Other long haul destinations such as Los Angeles, New Zealand, Canada, Mexico and Goa have also seen increased activity on the site whilst countries closer to home such as Germany, Poland and Malta have been pushed down the rankings”

Here is the link to download the latest Rightmove Overseas Search Report

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Simon Baker is the Founder and Executive Chairman of Online Marketplaces and Property Portal Watch. Involved with property portals for 15 years, he’s a well-recognized expert and industry consultant.
As former CEO/MD of the REA Group for 8 years, Simon led the group to its current market-leading position. When he joined REA Group in 2001, it had $4m in revenues, $6m in losses and an $8m market cap.
By 2008, the company presided over $155m in revenues, $35m in EBITDA and enjoyed a peak market cap of $1b. Simon is currently Chairman of the Mitula Group and Real Estate Investar and a serial portal founder and, investor.