OnTheMarket.com welcomes 10m visits in three months


The property portal, owned by Agents’ Mutual, launched at the beginning of 2015 as an agent-backed rival to break the duopoly of Rightmove and Zoopla by only allowing members to list on one other site – forcing them to remove their propertise from the competition.

In April alone, OnTheMarket.com has announced that it received 3.5 million visits, according to Google Analytics, with an average of 9.31 pages viewed and an average of 6.5 minutes spent on the site by each user.

“As a new portal, OnTheMarket.com is focused on attracting currently active property-seekers who are likely to represent a fraction of the total traffic to more established portals,” says the site.
The figures follow an intensive marketing campaign, with a TV advert that has been aired more than 5,000 times and watched by 44.8 million people, a print drive that has run over 100 press adverts and an online campaign that has generated around 155 million impressions.

This activity will continue unabated over the coming months, says the site. At the same time, it has now recruited more than 800 estate and letting agent offices this year, taking its membership to more than 5,000 offices, which consists of roughly 2,500 firms.
Over 27 per cent of its member offices are choosing to upload their new to market properties exclusively to it ahead of any other portal, says the site.
Ian Springett, Chief Executive of OnTheMarket.com, comments: “We are confident in becoming the number two property portal by the end of January, 2016, on our way to achieving our medium term objective of becoming the market leader.
“We are experiencing impressive levels of returning visitors as well as a high percentage of new ones, while consumers and agents tell us the website is clean and fresh and they are impressed by its lightning speed and by its responsive design (unique among the major portals). This allows it to adapt to the screen size of whatever device is being used to view it.”
The announcement follows a string of exchanges between the portal and its rival Zoopla, which it hopes to replace at the start of next year, as the two disagree publicly over the amount of traffic received by OnTheMarket.com.