Secret portal from Purplebricks founders wins praise from Rightmove critics

The Say No To Rightmove campaign has given a thumbs up to the new Boomin listings service created by the brothers who founded Purplebricks.

Michael and Kenny Bruce have released few specific details about exactly what Boomin will be, but it’s strongly expected to be a portal to rival Rightmove. The brothers have already promised it will be "the most agent and customer centric solution ever created, putting agents at the forefront of determining the future rather than needing to react to it.”

Now it has won the early enthusiasm of the Say No To Rightmove campaign, led by the Acorn Group of agencies serving parts of London and the south east of England. 

The campaign has written to its supporters today and says: “SNTRM have had a sneak peek behind the Boomin curtain and - save for the industry’s reservations about the Bruce Brothers and their former Purple incarnation - we can report the proposition is exciting, exceedingly well-funded, and has potential to be a game changer.

“We had reservations about a new Bruce Brothers business model before meeting them, but it does appear they are wedded to a concept that is focused on Boomin being the professional full service estate agent’s friend, delivering a raft of technology that will create new transactions and offer agents additional income. 

“Thus far, we are also aware that they have had engagement with a number of the country’s leading agents and have had an overwhelmingly positive response … From an Acorn Group perspective we are very seriously considering committing our support.” 

The Say No To Rightmove campaign makes the reference to the new Bruce brothers offering in an update to members, marking roughly one month before Rightmove is scheduled to return to its full tariff.

The note says Rightmove looks likely to justify such a return because of the relative strength of the market since lockdown.

But SNTR warns: “It seems Rightmove have learnt nothing tangible from their misjudgement of the pandemic back in March of this year, and furthermore are making no long term plans to assist their clients (UK estate agents) in the face of what is likely to be an inevitable correction to the British economy.”

The campaign goes on to says that now is the time for Rightmove to change its business model as a sign of respect for customers . 

Specifically the campaign wants: 

- a genuine core rate per office, not predicated on an inflated target spend;

- flexibility to buy additional products at a fair tariff as, when and if required;

- justification of returns on spend and more transparent conversations surrounding returns on investment;

- significant investment in technology and strategies designed to grow the overall size of the UK property market and transaction volumes;

- shorter, flexible contract periods allowing agents the freedom to adjust their spend in line with market conditions.

“There are many more suggestions and ideas emanating from the UK estate agency industry that are being ignored by Rightmove, but the five points above touch every hard working property professional. Our door remains open to Peter Brooks Johnson, Miles Shipside and the senior Rightmove team” says the campaign update, signed by Acorn chief executive Rob Sargent. 

Acorn Group itself has not yet stated whether it will remain with Rightmove but Sargent’s update concludes: “We believe that in the absence of a sea change to Rightmove’s approach to its clients, the portal market is about to become more competitive. However, that process can be accelerated if a significant number of agents refuse to succumb to tariff rates that they feel are too expensive, inflexible and out of kilter with their own turnover and profit margins.

“We have received representations from significant numbers of smaller independent agents who are intending to serve notice if Rightmove do not offer continued discounts and longer term changes to their tariff system.”