Italian Report Claims Portals Responsible for 50% of Agent Revenue

September 20, 2020
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A report by Italian real estate trainer Gianluca Capone has revealed the extent to which agents in the country are perceived to rely on property portals for their turnover. According to a survey of 600 of the country’s estimated 40,000 agents carried out between the 25th of March and the 4th of May, 53% believed that over half of their income was attributable to portals, and 20% of respondents said the figure was 75% or above. 

According to a write up on Wikicasa’s website, there is not much of a split between large franchise agencies and smaller independents and agencies from across the spectrum are increasingly focussing their marketing efforts on the larger portals where once they tended to ‘spam’ any and all portals with their listings.

An interesting detail to emerge from the report is that there is a correlation between the age of the agent surveyed and the proportion of turnover attributed to portals with younger agents attributing more to the portals than their senior counterparts. This perhaps reflects a changing attitude in the Italian market which in some respects has lagged behind other European markets with regards to internet penetration and digital literacy. Perhaps in their pre-purchase research, EQT factored this changing attitude into their calculations when deciding to purchase #2 player idealista and #3 Casa.it in the last couple of weeks.

September 20, 2020
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

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