Will Zoopla be Diluting its Client Base by Combining Brands?

It’s been announced today that Zoopla will bring all of its websites under one umbrella, following 12 months of property website acquisition.

Whilst it’s clear that some shakeup’s needed in the property portal market, I wonder whether this is the right way to go? In the past, the portals have benefited from agents subscribing to a number of competing portals at a time, so in consolidating them all under one brand, won’t they lose out – or are they hoping that the net growth in scale will enable them to take on the big boys of Rightmove and FindaProperty?

All the brands owned by Zoopla, including Propertyfinder.com which it bought from News International in the summer, HotProperty.co.uk and ThinkProperty.com, will be brought under the Zoopla.co. uk brand from November this year.

Time will tell whether it’s a stroke of genius or an own goal…

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