Guest Blog: Henry Pryor

Here comes Google!


It was only a matter of time but we now know that everyone's favourite search engine looks like it wants a bit of the Property pie. I don’t mean that it’s going to start buying and selling homes nor is it about to help build some of the 200,000 new homes we were told we needed to keep homes affordable. No, it wants to help it’s users to find homes to buy or to rent.

Rightmove, the UK’s biggest property portal announced it’s busiest week ever at the start of January with over 157 million page views over seven days that the country was covered by snow. We knew that most home movers now start their search online but these numbers make scary reading for traditional estate agents who used to control the registers of prospective buyers and tenants. Pre-qualifying those who were to look at their clients homes is still something that some agents trot out as an excuse for the fees they charge.

Sadly, the internet means that you don’t have to answer a whole heap of irrelevant questions from someone you know wants to ‘sell’ you something (probably a mortgage or some conveyancing services!). You choose when you want to look, you choose what you say, you can lie and say you have more to spend than your spouse would ever believe and you can do it all anonymously.

Over 90% of all the estate agents in the UK and a growing number of agents and brokers abroad pay to list on Rightmove and in the UK their rates for new joiners are now over £400 per month per branch! Small wonder that Rightmove is a £600m company and even less surprise that Google is interested in taking a slice of this pie.

Of course Google aren’t saying that they want to compete. It’s all about providing a service to their users. I am still amazed at the number of people I see who put a www address into Google rather than just typing it into a web browser so I can testify to the number of people who given the chance will stay within the Google site if they can.

Imagine using Google maps for directions, seeing homes for sale as you do (and cars, jobs and who knows what else in the near future) and being offered the chance to view the homes, being offered two or three mortgage products while you’re looking and given the chance to be sent more properties like this in the future - all without leaving the Google site and you can see why the established portals might be nervous.

The Digital Property Group (owned by the Daily Mail group) also have a significant investment in the property marketing space having paid north of £70m over the years to acquire brands such as Primelocation, FindaProperty, Under one Roof to name but three. They along with Trinity Mirror (who own Smart New Homes amongst other online property businesses) will all be planning a defence no doubt.

One aggregator, home.co.uk has already taken the option open to all (including estate agents) of using the helpful Google code to populate the Google Base product that at present you can list your inventory on. Home.co.uk has irritated some property players as they collect their inventory by indexing other sites.

This is exactly what Google does so the argument seems a little flawed to me. The bottom line is that those looking to market their properties have never had it so good. The choices are numerous and if you’re looking for something it’s never been easier.

I expect Google will launch with innovations in the next few months. At their offices in London last Spring they helpfully explained the Google approach of being certain that what they want to do will work. There has been silence so far from the Company but you can be sure that when they do go public with their property offering we can expect their competition to be howling and pointing out the Google motto “don’t be evil”!

It is unlikely that customers are going to be anything like as worried.

Henry Pryor

Many thanks indeed to Henry for this entry.  To find out more about his work as a buying agent, industry pundit, internet entrepreneur and all round "good egg" please visit his website at www.hclp.co.uk

www.cognacproperty.com

Google looking to buy one or two real estate companies a month

Google is once again making waves about its intentions in online real estate, with an executive of the search giant reportedly saying at a conference last week that they are "actively looking to acquire one to two small real estate companies a month.”

So begins this article from a Seattle based news source.

The conference was the prestigious "Real estate connect" gathering in New York and the speaker who reportedly made the comment was Sam Sebastian who works for Google as a director of their Local & B2B markets in Chicago.

One to two real estate companies a month eh....they don't do things by halves and if it's true then expect to see a global feeding frenzy. 

Stick the kettle on, grab yourself a cup of coffee and some chocolate biscuits, settle back and enjoy the show.

www.cognacproperty.com

Google confirm move into UK property market

Regular readers will realise that I truly think we're on the cusp of a "big bang" in the way we buy & sell property.

This morning's report in the Daily Telegraph says that Google have been in talks with UK agents about a free listings service they are thinking of launching. That shouldn't be too surprising if you've read this or this.

Shares in Rightmove have dropped 10% even though Google refuse to confirm or deny anything. This was the reaction from the Rightmove camp:

Ed Williams, managing director of Rightmove, said: "We provide visibility of brand and logo. Agents are spending money on raising brand awareness, not getting more properties online."


Now, forgive me but I'd have thought that agents don't just spend millions of pounds with him to raise "brand awareness" but do so to generate leads & income.

The crucial thing for all parties (Google, agents & property portals) is to look at things through the eyes of the buyer.

Follow the money and it's the buyer who has it.

They control the board and the companies who realise this will become the "King" & "Queen" while those who don't understand will be consigned to being humble pawns.

www.cognacproperty.com

Dear Mr Google - pls can I have a job

Just seen this on Global Edge about Google's property portal advances.

On July 6th this year Google announced its first foray into the property portal market with the launch of Google real estate in Australia.

Properties are presented on a Google map but users had to click to the agent’s or property portal’s website to view the full details. That changed this weekend with the integration of property detail pages into the Google system.

Google Australia, which seems to be the testing bed for Google’s global real estate ambitions, has now introduced Place Pages which are essentially property detail pages containing descriptions, photographs, local information, maps, videos and Google Streetview.

There are going to be some big casualties in the fall out here and I can really see Google sweeping up all before them.

So Larry (Page) how about a job as Head of International Property Marketing for Google, I'd love to help define and implement such a momentous industry changing strategy....

....based out of Cognac, France of course.

www.cognacproperty.com

Property marketing - the shadow of Google

Two separate events have got me thinking over my coffee & croissants this morning.

The first was a tweet from Sarah Beeny about the new property portal she has created. You can see it at http://www.tepilo.com/

It has been brilliantly designed and is friendly and easy to use. You can promote your property online for free and get online guidance throughout the process. There's even an "Ask Sarah" button although somehow I can't see her sat in an office waiting for mundane emails from all and sundry.

Rightmove, Primelocation and Propertyfinder have sown up the market in terms of listing sites for agents to post details but I think that Sarah Beeny's site has a genuine chance of influencing the market in terms of private sales. People have been trying to do this since the internet launched (and before) but nobody has really succeeded.

The second event was when I stumbled across Ben Wood on twitter. He's Head of Property at Google and you can read one of his white papers by following this link.

I guess that even Google themselves don't know in which way their "property" team is going but we shouldn't underestimate the power of what is now probably the biggest brand on earth.

When I started my French property search business in 2003 I used to send clients photos of properties I had seen for them. Now, thanks to Google I can also upload video and zoom in on the house and locality from outer space down to the tiles on the roof. Researching the area (shops, schools, parks, events) is also a doddle.

A year ago Google announced that they were going to exploit some of their existing data and technology and the Times ran a short piece with the headline "Google ventures into the property market".

Now, they have just announced a major sponsorship of this years prestigious "What House" awards.

The house buying process is being flipped on it's head as you read this post. At the moment Google are researching, innovating and hovering....pretty soon they may well swoop.

www.cognacproperty.com