Rightmove Keeps OpenRent Listings After Fee Deal

In a significant development for the UK's property market, Rightmove has announced that it will continue to carry OpenRent listings following an agreement over fees. This resolution comes just days after Rightmove initially stated that OpenRent listings would be removed from the platform on September 1st, leading to widespread speculation and concern within the property sector.

The Backstory: Tensions Between Rightmove and OpenRent

The relationship between Rightmove and OpenRent has been under close scrutiny, especially after Rightmove's announcement on August 6th, which suggested that OpenRent listings were set to be removed from the portal. OpenRent, a significant player in the online lettings market, contributes approximately 8% of Rightmove's total lettings listings, making it a critical partner for the UK's largest property portal.

The potential loss of OpenRent's listings was a significant concern not only for Rightmove but also for landlords and letting agents who rely on these platforms to reach potential tenants. The uncertainty surrounding the agreement led to a dip in market confidence. Rightmove felt the need to reassure shareholders that its long-term profit and revenue forecasts remained intact despite the looming threat.

Why the Agreement Matters: Impact on the Property Market

Had the disagreement not been resolved, removing OpenRent listings from Rightmove would have marked one of the most substantial changes in the UK property advertising landscape in recent years. The move could have had far-reaching implications for landlords, letting agents, and tenants alike.

For landlords and letting agents, the absence of OpenRent on Rightmove would have significantly reduced the visibility of their properties. Rightmove is the most visited property portal in the UK, and many property professionals consider it an indispensable part of their marketing strategy. Losing access to this platform could have resulted in fewer inquiries, longer vacancy periods, and, ultimately, a potential impact on rental income.

For tenants, especially those relying on online platforms to find rental properties, removing OpenRent listings from Rightmove could have led to a more limited selection of properties and increased competition for the available listings.

The Resolution: What Does the Future Hold?

The recent statement from Rightmove indicates that a new membership agreement has been reached with OpenRent, allowing the latter to continue listing properties on the portal. This resolution is a relief for many in the property market, as it ensures that the status quo is maintained, with OpenRent remaining a significant contributor to Rightmove's lettings listings.

Rightmove's statement, published on August 8th, was brief: “Further to the announcement on 6th August, Rightmove announces that OpenRent has entered into a new membership agreement. Our guidance for the year remains as stated at our H1 2024 results.” This brief but reassuring announcement suggests that both parties have found a mutually beneficial solution that will enable them to continue their partnership.

What Led to the Dispute?

While the details of the disagreement between Rightmove and OpenRent have not been publicly disclosed, it is widely believed that the issue revolved around fees. Rightmove is known for being assertive in its pricing strategies, which can be challenging for smaller or more cost-conscious companies. In OpenRent's case, the fees demanded by Rightmove may have been perceived as too high, prompting them to consider withdrawing from the platform.

In the highly competitive online property advertising market, where margins can be thin, maintaining cost efficiency is crucial for companies like OpenRent. The potential for fee increases likely led to intense negotiations between the two parties, with OpenRent weighing the benefits of continuing to list on Rightmove against the financial implications of doing so.

The Wider Impact on Landlords and Letting Agents

The resolution of this dispute is undoubtedly positive news for landlords and letting agents. However, it also reminds us of the importance of diversifying advertising strategies. While Rightmove remains the dominant player in the market, relying solely on one platform can be risky, significantly when changes in partnerships or pricing can directly impact property visibility.

Landlords and letting agents should consider exploring other advertising avenues to ensure their properties reach the broadest possible audience. Platforms like Zoopla and Gumtree and niche sites like Visum and Upad offer alternative marketing routes that can complement a Rightmove listing.

Alternative Advertising Strategies for Landlords

In light of the recent developments, it's worth exploring alternative platforms and strategies that landlords can use to maximise their property's visibility:

Multi-Platform Advertising: Listing properties on multiple platforms, including Zoopla, Gumtree, and other emerging portals, can help ensure that properties reach a diverse audience. By not putting all your eggs in one basket, you can mitigate the risk associated with any one platform's changes.

Professional Photography and Virtual Tours: Investing in high-quality photos and virtual tours can significantly enhance a listing's appeal, making it stand out on any platform. In today's digital age, potential tenants are more likely to engage with listings that offer a comprehensive visual experience.

Detailed and Optimized Descriptions: Crafting detailed property descriptions highlighting key features, local amenities, and unique selling points can attract more inquiries. Additionally, optimising these descriptions with relevant keywords can improve their visibility in search results on property portals.

Flexible Viewing Options: Offering flexible viewing times can accommodate a broader range of potential tenants, especially those with busy schedules. Virtual viewings are becoming increasingly popular and can attract out-of-town renters or those with time constraints.

Engaging with Local Communities: Engaging with local online communities, forums, and social media groups can effectively reach potential tenants. These platforms often have highly engaged audiences looking for local rental opportunities.

The Future of Property Advertising

The resolution of the Rightmove and OpenRent dispute underscores the dynamic nature of the property advertising landscape. As the market evolves, landlords, letting agents, and tenants must remain adaptable and open to exploring new tools and platforms.

While Rightmove remains a cornerstone of the UK property market, the situation with OpenRent highlights the importance of staying informed about industry developments and being prepared to adjust strategies as needed. The property market is constantly changing, and those navigating these changes effectively will be best positioned to succeed.

At the Guild of Residential Landlords, we will continue to monitor these developments closely and provide our members with the latest information and recommendations to ensure they have the tools they need to thrive in this competitive market.

For more details on our current recommendations and updates, visit our advertising service page.

By staying proactive and exploring all available options, landlords can continue successfully advertising their properties and attracting quality tenants, even in a shifting market landscape.