propertyfinder.com Takes on primelocation.com with Premium Property Site
October 17, 2008 by Emma Sorensen
The stock market might be taking everyone for a roller coaster ride, but propertyfinder.com are clearly remaining optimistic, with the launch of a “premium” portal designed to hit the top end of the property market: propertyfinder.com/premium.
The new section of the propertyfinder.com portal snuck onto the net with little fanfare from propertyfinder.com, except a discreet banner ad link from their existing homepage.
“Forget the Joneses. Keep up with the Windsors” is the slogan they’re using to capture the select top end of the sales and rental market. The site debuted with over 30,000 premium properties from 2,500 agents across the UK.
The question is whether propertyfinder.com/premium will prove to be a genuine competitor for primelocation.com - the long established site serving the premium end of the market. primelocation.com claim to have over 2 million visitors per month use their portal to view 230,000 “prime” properties to buy, and 60,000 “prime” properties to lease, from 4,000 agents. (Source: www.primelocation.com/about-us/)
With propertyfinder.com/premium advertising properties from many of the same agents who currently use primelocation – such as Savills, Knight Frank and Hamptons – it remains to be seen if primelocation.com will lose any market share to the newcomer.
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It just seems to be a landing page, when you hit search you change back to the standard branding.
They have spent the money on the branding, why not make it consistent?
Stuggling to understand why PF would be copying a model that clearly Prime Location are not being particularly successful at.
8 years ago - there was a genuine market opportunity to segment the market at this level
Rightmove have proven that as long as the search works okay - clients don’t want confusing additional areas
Feels like a marketing message more than a consumer value add