Words: Ashley Rigg
Published: 26th June 2008
Top Irish portal to review overseas pricing
Market-leading Irish property portal
Daft.ie is to review its pricing strategy for agents and developers selling overseas property.
The portal, which dominates the domestic property portal market in Ireland with 974,595
monthly unique users, currently asks new agents for a year’s payment upfront. Daft.ie COO Odhran Ginnity told Globaledge.co.uk: “We’re sitting down in the next few weeks to discuss pricing and payment options for overseas agents”. Ginnity is keen to lower the entry costs for agents wanting to test the site and is also looking at the possibility of offering exclusive discounts to Globaledge.co.uk readers.
On Tuesday, Daft.ie
announced the acquisition of Irish number four player
Property.ie for an undisclosed sum. Although Property.ie achieves a fraction of the traffic of both Daft.ie and number two player
MyHome.ie, the purchase consolidates their number one position and “offers agents another advertising title at no extra cost,” according to Ginnity. However, the benefit for overseas agents is limited, as Property.ie does not currently have an overseas section but, says Ginnity: “This is likely to change in the future”.
Although the Irish economy has slowed recently, Irish buyers have not been affected like the Brits by the strength of the Euro.
Overseas property data from Google Trends supports this. It shows that Irish-based consumers account for a disproportionate number of searches in many popular overseas property destinations.
Listing on property portals is a cheap and hassle-free way of testing the potential of new geographical markets. If Daft.ie’s new pricing structure is reasonable, it could be a very effective channel for lead generation.
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