The battle for second place in the UK property portal market is heating up, with both OnTheMarket (OTM) and Zoopla trading blows over their respective traffic figures. It's rather like watching two boxers claiming victory whilst the heavyweight champion, Rightmove, continues collecting all the purse money.
September's spat was particularly telling. OTM trumpeted superior visitor numbers, whilst Zoopla counter-punched with claims about 'bought traffic' - suggesting their rival's numbers were artificially inflated through paid advertising, resulting in brief visits rather than meaningful engagement.
This mirrors an eerily similar scenario playing out across the pond, where CoStar's Homes.com is duking it out with Realtor.com for the American runner-up position. Industry analyst Mike DelPrete has waded in, suggesting CoStar's traffic claims might be somewhat 'steroid-enhanced' through paid channels.
For estate agents watching from the sidelines, this statistical sparring masks a more pressing concern. Rightmove continues its relentless march towards ever-higher fees, seemingly unconcerned about the struggle for second place happening in its wake. Their pricing strategy appears designed to squeeze agents so tightly that affording any alternative portal becomes increasingly challenging.
The smart money suggests that 2025 will be a watershed year. CoStar's likely rebranding of OTM to Homes.com, complete with fresh marketing and enhanced content, could shake up the established order. However, the fundamental question remains: will either challenger develop enough muscle to genuinely threaten Rightmove's dominance?
For agents, the priority shouldn't be picking sides in the battle for second place. Instead, they should be developing their 'Portal Recovery Plan' - preparing for the inevitable moment when Rightmove's fees become unsustainable. This means exploring alternatives now, understanding emerging technologies like AI, and most importantly, stopping the habit of talking about Rightmove to vendors and landlords.
The portal wars may provide entertaining theatre, but agents need to focus on their own survival strategy rather than getting caught in the crossfire between competing statistics and claims. After all, it's not about who's winning the fight for second place - it's about ensuring your business can thrive regardless of who's throwing the punches.
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