
STRATEGIC REPORT
GOVERNANCE FINANCIAL STATEMENTS
Rightmove plc | Annual Report 2021 | 17
enquiries generated in the remainder of the year. Over 400,000
virtual video viewings were delivered using the secure
Rightmove platform in 2021, more than double those of 2020,
while the new appointment booking tool was used by tenants
to request over 344,000 physical viewings.
Our market-leading professional training programme, free to
all members, remains an invaluable tool for our customers. The
topics covered in 2021 ranged from ‘preparing for an HMRC
inspection’ to ‘recruiting the best talent’ and from ‘winning new
sellers’ to ‘how to help tenants with accessibility needs to nd
the right home’. In the year, we added courses that gave our
customers continuing professional development (CPD)
certication. This accredited learning has added an extra,
welcome dimension to our oering and is helping agents to
full mandatory training. In 2021, over 4,500 individuals from
nearly 2,500 branches received foundation and advanced
certicates in GDPR (Data Protection). Overall, in 2021 our
webinars were viewed by nearly 24,000 property professionals
both live and through our on-demand service. Our Rightmove
Hub, which hosts all the material closed the year with more
than 1,000,000 page views.
Rightmove’s Commercial Real Estate (CRE) portal provides
access to the largest audience of agents/surveyors, landlords/
owners, developers and investors in the UK. The changes in
ways of working over the last two years have accelerated digital
adoption as more agents and occupiers have used Rightmove
both to advertise and to search for property and, having
experienced the ease of using digital tools, have continued to
do so. This dynamic is reected in the healthy growth of our
audience, with time spent on our commercial property pages
increasing by 17% and leads to CRE customers increasing by
25% during 2021. The Rightmove platform increasingly
generates leads from occupiers with signicant scale, allowing
CRE agents not only to earn a fee on the property being
advertised but to introduce clients to the other professional
services they oer.
Rightmove’s Data Services business supports the property
industry by delivering property valuation tools and insights
based on our unparalleled dataset. The Surveyor Comparable
Tool, used by surveyors to make property valuations, was used
in over 75% of mortgage transactions in the UK, with more
than 2.4 million reports run in 2021. Our Automated Valuation
Model is used by lenders and, overall, we valued more than
£3.8 trillion worth of property in 2021.
The environment for Rightmove’s Overseas property
advertising business has been challenging. The uncertainty
surrounding Brexit was followed by pandemic-related travel
restrictions, which eectively prevented UK buyers from
travelling to view properties abroad. We are now well-positioned
to recover as these restrictions start to unwind and we can
once again help prospective buyers to nd their dream
homes abroad.
The market structure particularly highlighted the eectiveness
of our vendor lead products and the benets of our unrivalled
rst-party data driven agent branding products. Responding to
our customers’ needs, we increased the inventory of our lead
generation products by 22%, increasing the number of vendor
leads generated by 20% on 2020.
Recognising the value of our additional products, nearly
1,400 customers chose to upgrade to our Optimiser 2020
package. These package upgrades, along with customers
choosing to buy more products, and our pricing actions
contributed to record agency ARPA growth between
January and December 2021.
The strong demand from home-hunters has led to many
New Homes developments being fully sold o-plan,
signicantly reducing the requirement for developers to
advertise. Pleasingly, despite the strong demand for New
Homes, 28% of New Homes developments upgraded to our
new Advanced Development Listings subscription package,
launched in April 2021, which creates an opportunity to
cross-sell and up-sell plots on a development, providing
better engagement and lead-generation.
We continue to innovate our product set to bring together
Rightmove’s extensive rst-party dataset and reduce advert-
management eort for our customers by leveraging the
creative assets they have already shared as part of their listings.
The second of our next generation marketing products, Native
Search Adverts, launched for our New Homes customers in
November. By combining enhanced designs targeting
developers’ needs and smart on-Rightmove retargeting
pioneered with our Sold By Me product, Native Search Adverts
are performing more than ve times better than location only
targeted banner ads.
Rightmove’s value to our customers goes beyond digital
advertising solutions; we also oer tools to our customers to
help them to run their businesses more eciently. In the busy
and often resource-constrained environment in 2021, these
tools took on heightened importance.
Rightmove Plus, included free of charge as part of all
Rightmove membership packages, helps customers
throughout the property marketing lifecycle. Agents tell us,
for example, that the new version of the Best Price Guide, a
reporting tool within Rightmove Plus which helps them to
gather comparable properties to support their suggested
property price, saves them up to an hour per market appraisal.
The Best Price Guide was used over 14 million times in 2021.
The video viewing tool developed during 2020 to help with
Covid-restricted viewings allowed our customers not only to
remain safe during the early part of 2021, but to process
eciently the higher-than-normal level of home hunter