Zoopla Strikes Back: The Battle for the UK's No.2 Property Portal Intensifies

Zoopla’s CEO Charlie Bryant has made a rare public statement criticizing rival OnTheMarket (OTM) after OTM claimed to have achieved record traffic in September, suggesting it has overtaken Zoopla as the UK’s second largest property portal.

OnTheMarket's assertion is based on their advertising which claims they received enough visitors to surpass Zoopla, trailing only behind Rightmove. In response, Zoopla issued a statement warning estate agents about the 'tactics' employed by OTM, alleging that the traffic surge resulted from low-quality display advertising aimed at generating headlines.

Zoopla also criticized the figures shared by OnTheMarket, stating that they reflect only September and do not accurately represent the entire year of 2024. Furthermore, Zoopla pointed out that OnTheMarket’s growth in paid traffic (209% increase) is accompanied by metrics indicating poor user engagement, such as lower visit durations and higher bounce rates.

Increasing Traffic

Bryant emphasized, "These metrics reveal that OnTheMarket’s strategy appears focused on boosting traffic numbers rather than engaging serious buyers." He explained that lower visit durations and higher bounce rates suggest a reduced likelihood of converting visitors into leads for agents.

In a recent poll conducted by Zoopla, 68% of respondents indicated they expect to see their homes listed on Rightmove, 38% on Zoopla, and only 4% on OnTheMarket.

A spokesperson from OnTheMarket responded, expressing gratitude for Zoopla's acknowledgment of their increased traffic. They reported 56 million visits in September 2024, a 212% increase from the previous year, and claimed a 76% increase in sales leads during this period. They defended their traffic figures as based on actual metrics from Google Analytics, contrasting them with Zoopla's reliance on third-party estimates.

The spokesperson concluded by stating, "Our rapid growth proves we are successfully delivering on CoStar Group’s strategy of generating high-intent leads at a lower cost than our competitors."