Rightmove pledges rate freeze amid £10m marketing campaign
Rightmove has pledged to retain its current membership rates next year.
Speaking exclusively to The Negotiator as part of its exclusive ‘Ask the Portals’ feature in this week's issue, Miles Shipside, Rightmove’s commercial director, says: “While we have proved Rightmove is a very cost effective way of reaching a majority of home movers, we have no plans to increase membership rates, outside of those already written into longer term contracts.”
This comes despite the property portal’s recent interim management statement revealing that for the period between July 1 and October 31, its estate agency membership fell to 10,700 - a 15% decline from its peak of around 12,600 a year ago.
Separately, Rightmove has shelled for a new marketing campaign, which it claims has an advertising value of £10m.
Called 'See More', the campaign is about to be rolled out to agents across the country and aims to highlight the breadth of properties on the portal, which currently totals around one million up for sale.
The new branding, which will be used to create new window stickers for Rightmove members, features a mass of multi-couloured eyes, in line with the ‘See More’ theme (pictured right).
The campaign comprises a TV campaign, which will be launched on December 26, billboards in Birmingham, Edinburgh and Manchester, with digital advertising panels to be run in London.
Kathryn Harris, marketing director at Rightmove, says: “Consumers can see more property for sale on our site than any other single place, and during our research phase that was identified as the single most important thing to home movers.
"‘See More’ is intended to encourage home movers to be more confident by seeing the possibilities and information available to them.”