As predicted on this site Just Listed has begun bundling the Just Listed Guide (Sydney)in with the Trading Post Newspaper. This could be the start of Just Listed going nationwide, or it could be the start of Just Listed going down. Whilst the bundling of Just Listed (owned by Sensis) makes some sense for Sensis (sorry) but it could have a negative impact on the magazines value. Here’s why!
The Trading Post has an historical place in the market of being a bargain hunters treasure trove. Houses are not bargains, nor should they be viewed as bargains, for most consumers property purchases are the most serious investment they will make in their lifetime. Another reason is that buyers of the Trading Post are not generally on the lookout for a house (although properties have been advertised in the paper for some time).
Positive Spin
Whilst Sensis will be putting a positive spin on this, I think they will get a very lukewarm reception from Agents. Another reason is that it costs only a few dollars for private advertisers to advertise in the Trading Post, so Sensis will be caught between a rock and a hard place, on the one hand convincing Agents to advertise in Just Listed and the other trying to woo as many private advertisers to the Trading Post.
Going National?
Just Listed last year announced it would be going national by the middle of this year, this will be a test for them as I really do not think they can, most Agents I speak to do not get any real results from the website and the only reason they advertise is because it is FREE.
Sensis more than any other company in Australia’s history has blundered from one IT purchase to another and their balance sheet from purchases would be in the red by at least a couple of hundred million dollars, will Just Listed go the same way?
Interesting times ahead!