The market share of a classifieds portal is not one number. It is the sum of thousands of small decisions made every day by real estate agencies and their end customers, automotive dealers and recruiters about where their listings should go. Every portal knows what it got; very few know what they should have got – which accounts are holding back listings, and how many.
A battle card shows your sales team, as it happens, where market share is being lost and where it can be won – so that every call that they do can be better aimed at protecting or growing your market share.
Behind it sit two things most portals lack: granular data on how every agency, dealer and recruiter actually list, and an AI that reads that data in the ways a sales team needs to address lost potential.
Agency A-1
Note the broker split. Agency A gives you 61% of its stock, however some of it a bit late. “Person 1” assigns you everything and “Person 3” nothing. As loyalty and the perceived value of your services is decided with people, and as that’s also a place where a discussion can make a change, conversations should focus on agencies and the professionals within.
Why loyalty is the number behind market share
Agencies and dealers are often not loyal to a portal; they are undecided, and they decide time and time again every time they publish a listing. When they are given a reason to choose, they move fast.
In 2015, a group of UK agents launched OnTheMarket with a rule that members could list on at most one other portal. Within three months Zoopla had lost 23% of its UK agency members, and two years later it was still below its starting point.
Sweden has seen the same play twice: Hemnet was built by agents, and Wayke was built by dealers, with Bilia moving its stock off Blocket within months of the launch.
Market share is won one agency and one dealer at a time. Make sure your team is fighting for the right ones using correctly powered battle cards.