In 2000 estate agents recognised the anomaly that they had valuable internet content - property information - yet were paying to have it listed on other peoples websites. To deal with the competitive threat and potential for increased charges from these websites, two separate groups of estate agents created the websites Rightmove and Primelocation; two of the leading ones today. Other property websites were also established targeting niches – SmartNewHomes being one which only markets new build. At present providers of affordable homes can pay significant and increasing sums to these property websites, however the advantages of affordable homes are often lost in the weight of housing content on these websites.
Affordable housing providers also list homes with HomeBuy agents, however in addition many RSLs also use websites such as SmartNewHomes or Rightmove for increase marketing and spend considerable sums of money with them. Plainly determining the right online marketing strategy for affordable housing it not simple, and its all the more important in a tightening property market.
There is an opportunity for RSLs to work in partnership to establish a property website (the establishment of Rightmove and Primelocation by estate agents demonstrates a proven partnership model providers of affordable homes can follow) - PathtoProperty is the answer.
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