Rightmove has sent out a lengthy questionnaire to agents, focusing on their opinion of competitor property portal, OnTheMarket (OTM).
Rightmove tells the agents that it wants to “design our plans with you in mind” before continuing to the questions.
The survey barely mentions Rightmove’s main competitor, Zoopla, suggesting that it is considering OTM a bigger threat at this moment in time, six months after OTM launched.
The study asks agents how likely they would be to recommend Rightmove, and then asks the same about OTM, and why. It does not ask this about Zoopla.
In a section of 17 questions, the survey asks agents to list the most and least important reasons for using a property portal, such as, whether the portal resolves queries in an efficient manner, rewards loyalty, understands agents’ needs, or makes agents feel in control of the relationship.
It asks whether it’s important for a portal to negotiate on price, generate quality leads and care about its customers.
In the following 28 questions, it asks agents to rate Rightmove and OTM on a range of specific matters, including friendliness and approachability.
In the next set of questions, the study mentions Zoopla, but only in a few questions alongside assessments of Rightmove and OTM.
Agents are then asked to select one of the following three statements, regarding the portals: “My company couldn’t operate without this portal”; “A brand that is only in business for themselves”; and “A brand that knows what it stands for.”
The questionnaire also asks questions about Rightmove’s and OTM’s account managers.
The study is conducted by independent market research firm, Jigsaw Research, and offers ten prizes of £100 Amazon vouchers.
A Rightmove spokesperson says: “In order to make Rightmove work better for agents, we are asking our members how our product, services and customer relationships compare to the other options that they may have.
“Our aim is to improve Rightmove for agents. This wide ranging survey is being conducted by an independent third party.”1