More and more property portals are still appearing.
I keep banging on about it, but who needs more of them, the industry; the consumer? Neither!
I also keep banging on about how portals have lost sight of the end user so it is very encouraging to read brand strategy from a company that is 11 years old and look at why they called their site daft.ie.
Eammon from daft.ie (Ireland's leading portal) commented on a property portal watch tongue in cheek post about crazy portal names that their name was very much customer focused and intentional. The post raises two very important points:
1. It speaks volumes when we can look at the industry and comment on literally hundreds of portal names and pick out the crazy ones for entertainment value.
2. We need to create brands/awareness/usability for the 'demand' side of the market, the consumer! Portals spend too much time looking at the 'supply' side of the market, the agent. Indeed, look at what Rightmove are up to, spending millions on building on brand awareness. They don't care that they annoy the hell out of agents because they know they can capitalise on their brand and drive more traffic to their agents. Thus cutting off traffic to the hundred and one new portals.
If Rightmove had the balls to create a free to list or performance based model would the market really need any other portals? (before I am lynched for being pro Rightmove please read this again and think about what I am saying - I don't think they have the balls in any event!)
Anyway, that's enough banging, anyone would think I worked for enormo (the porn company?!)