Where did FindaProperty.com go ?

If you are searching for FindaProperty.com as of today, you will be taken to a white-labelled version of Zoopla.

FindaProperty.com is redirected to Zoopla, using #fap anchor to determine the page elements including a branded search box.

What happened to FindaProperty

For visitors, there is no explanation for the change.

This could cause serious confusion.

House hunters unhappy with the Zoopla experience, could even be forced to switch their loyalty to the major competitor: RightMove.co.uk

The Digital Property Group ran a portfolio of websites, each catering for a different audience in order to dominate SERPs and allow for different brand objectives and audience targeting.

FindaProperty.com – the main UK portal for house search, with paid listings supplied from estate agents signed-up to the service

PrimeLocation.com – Targeting a wealthier, aspirational audience with a south east England bias.

Globrix.com – Free to list, and technically the most competent property search site with a vast inventory of property for sale.

FindaNewHome.co.uk – Dedicated to new housing developments and projects

RightMove.co.uk only ever needed one website, they established themselves as the Amazon of property search, and Zoopla may be picking a difficult fight by simply consolidating a disparate property site portfolio in a head-to-head battle.

To use a horse racing analogy:

Rightmove is always the favourite to win, but when you examine the form closely, its not the strongest horse for all races.

The Digital Property Group fielded a complete stable for every race. No single horse was good at everything, but over rough ground, or heavy going it was able to field a winner by picking its races carefully and backing the right horse for the right race.

Zoopla’s bold move is to pull the various horses from the race, and place the bet on a single horse to win against the favourite.

In digital marketing, site consolidation brings the benefits of combined strength and authority. However, property websites are already heavy-weights in their space, whether they receive the larger share of the visits in the long term is down to visitor experience, loyalty and preferred site search features.

No visitor is identical, each likes a different aspect of a site.

If the FindaProperty faithful do not like their new experience, then this race could be lost before it even starts.



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2 thoughts on “Where did FindaProperty.com go ?

  1. It annoys the hell out of me when someone comes along and buys up all the competitors, changes it and gets rid of all the godo bits. Findaproperty.com was bu FAR the best site. Zoopla is awful. This keeps happeneing with the internet and in the end there is virtually no choice. There were once loads of online auction, with two players: yahoo and ebay. Yahoo was, arguably better. Online cd's though the post were another example. There were loads, good choice, all with different strengths and prices. Then Lovefilm bought all of them and now there are about 2-3 (cinema paradiso and lovefilm are the only two I can recall).

    How did Zoopla get it so wrong? They would have ben better changing zoopla to findaproperty.com. I'm not stuck with rightmove, which is dull, ugly as a site, and less engaging.


  2. I also preferred the findaproperty format. But what I find really frustrating is not being able to search all of the uk at once. Having to put in an area each time really slows the process down. Could web developers consider this. I'd do it myself if I were competent in IT.

    Plus, I know there should be competition, but like all things, it would be so much easier if all property went into the same basket – so much time could be saved. Yes nationalise it………..and the same with energy companies. The world was so much simpler once.

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