On The Market Traffic ( OTM ) Falls 25% As it Struggles To Find An Audience
Latest Hitwise data shows that traffic to OTM last week fell by 25% compared to the previous week. This highlighting that the new portal is so far failing to gain traction with consumers, despite its recent launch campaign. Traffic to rival sites was up over the same period with Zoopla Property Group ( ZPG) and Rightmove ( RMV) seeing traffic grow by 4% and 2% respectively.
Traffic to OTM has been falling steadily for the past few days, following the end of its 6-week launch marketing campaign. ZPG’s audience remains 21 times larger than that of OTM, handing a significant advantage to those agents that have stuck with the market leaders.
Perhaps more troubling for OTM is the apparent lack of engagement by those visiting its website, with an average of only 1.5 pages viewed per visit last week versus 7.1 on Zoopla, according to Hitwise. ZPG’s total consumer engagement last week was nearly 100 times that of OTM with 21 times more visits and almost 5 times more content viewed per visit.
Lawrence Hall of ZPG ( Head of Communications) said, ” We are data and results driven and will leave others to make wild and unsubstantiated claims and promises. It certainly appears that over the past couple of weeks things have gone from bad to worse for OTM with traffic falling notably from an already low base and very low engagement levels per visit. Two months in and the data shows clearly that OTM is a very expensive and ineffective marketing channel at this point. ”
James Kirk, Managing Director of Kirk Estates said, ” We ensure all our clients properties feature on Zoopla, Primelocation and Rightmove, we have been in no doubt that well before even the launch of OTM the right combination to ensure maximum exposure of clients properties would be to remain loyal to these two leading, established marketing portals whom have spent 10’s of £Millions on marketing campaigns in recent years. ” ” We point out to existing clients and new potential clients why we deliver the marketing package we do and we are delighted these latest figures certainly robustly support this. ”