Agents complain over Digital pricing strategy

Estate agents complaining about having to belong to all the portals within the Digital Property Group, and its associated cost, are being told that the new rate card reflects value.

Christopher Stokes, agents with two branches – in Enfield, Middlesex, and Cheshunt, Herts – are among those who have made their feelings clear. They told Estate Agent Today¬ that they were shocked when told of their new subscription charges.

Partner Mario Panayiotou said they had been told that rates for the Enfield office were being raised from £166 a month to £399, and for their Cheshunt office from £300 to £500.

He said his firm was only interested in being listed on FindaProperty, but the new proposition meant they also had to pay to go on Primelocation, a new homes site, FindaNewHome,  and the London Evening Standard property website, Homesandproperty.

He said: “We will not pay the amount we have been quoted.” He claimed it was not worthwhile his firm being on Primelocation and he had no interest being on the other two sites. He suggested that other agents, stung by the housing market downturn and feeling the same, could join to lobby Digital. He said he had advised Digital that his firm would not pay the new quoted rate and it is understood there are now fresh negotiations.

However, last night Digital insisted that their rate card – which packages all four websites and takes into account the agent’s location – is fair.

Sales director Jon Notley said: “The Digital Property Group rate card was created to provide a fair and transparent reflection of the value we deliver. It takes into account the agent’s location as well as the number of properties listed and their average cost.

“By advertising on each of the Digital Property Group portals, agents are benefiting from enquiries across all levels of home buyer and renter. Our subscribers are also benefiting from innovations such as Insight.

“We cannot comment on specific cases but I would be very happy to speak to any customers on an individual basis and demonstrate our value to their business.”

Digital is owned by the Daily Mail group of newspapers which until recently also owned the London Evening Standard, which has now been sold into Russian ownership.