This is it Annual Report 2020 Report Annual
Rightmove plc Annual Report 2020
Registered in England no. 6426485 Registered MK7 8LE Rightmove plcRightmove Lake 2 Caldecotte Business Park Drive Lake Caldecotte Keynes Milton Rightmove plc | Annual Report 2020 Rightmove’s purpose is to make home moving easier in the UK. We do this by creating a simpler and more efficient property marketplace. Rightmove is the UK’s number one property portal
Contents Strategic report Governance Financial statements 1 Highlights 46 Corporate governance report 98 Consolidated statement of 104 Company statement of 2 Chair’s statement 48 Directors and officers comprehensive income changes in shareholders’ equity 4 Chief Executive’s review 56 Audit Committee report 99 Consolidated statement of 105 Notes forming part of the 5 Our strategy 64 Nomination Committee report financial position financial statements 14 Business model 67 Directors’ remuneration report 100 Company statement of 140 Advisers and shareholder 16 Key performance indicators 87 Directors’ report financial position information 18 Financial review 90 Directors’ responsibilities 101 Consolidated statement of 22 Risk management statement cash flows 23 Principal risks and 91 Auditor’s report 102 Company statement of uncertainties cash flows 27 Withdrawal from the EU 103 Consolidated statement of 27 Going concern and viability changes in shareholders’ equity statement 28 Working with our stakeholders 31 Environmental, social and governance report Designed and produced by The Team www.theteam.co.uk STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS (4)
billion (4) ANNUAL REPORT 2020 | 1 REPORT | ANNUAL RIGHTMOVE PLC £96.7m £36.3m) end cash balance: (2019 year – visitsTraffic +31% 2.1 billion visits up over 31% to Site (2019: 1.6 billion) – timeTraffic on site 15.9 at up 31% over the year on site Time (2019: 12.1 billion) 15.9 billion minutes Basic earnings per share -36% 12.6p Basic earnings per share 36% (2019: 19.6p) down balance cash Year-end
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Chief Executive Officer Executive Chief Brooks-Johnson Peter down 28% to £778 per 28% to down (3) million Average Revenue Per Advertiser Per Revenue Average £778 Per Advertiser Revenue Average (2019: £213.7m) down 37% (2019: £213.7m) down advertisedProperties 1 properties Over one million UK residential advertised on Rightmove (2019: 0.9m), else in the UK than anywhere more (ARPA) Operating profit of £135.1m profit Operating shareholders to returned Cash £30.1m of cash returned £30.1m (2019: £148.8m) in buybacks share through shareholders to will programme buyback 2020; the share 2021 in March resume Operating profit -37% month (2019: £1,088) ) )
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he Board declared a he declared finalBoard dividend of 4.4pfor per 2019,total Thefor share dividend whichwas 2019 was cancelled. subsequently 2.8p paid in November 2019; no dividend payments were made in 2020. were no dividend payments August and September (60% and 40% respectively). August and September W T 93% think respondents 93% of employee Membership numbers down 3% to 19,197 3% to down numbers Membership Agency (2019: 19,809) with 425 fewer Homes New and 187 fewer Branches developments engagement Employee work to place that Rightmove is a great (2019: 81%) Customer numbers Customer 19,197
Total dividend Total 4.5p cancelled Final dividend of 4.5p (2019: -29% (2019: £289.3m) of £205.7m Revenue Revenue the impact of 29%, reflecting down the discount our customers per ordinary share; total dividend for 2020 dividend for total share; per ordinary 4.5p (2019: 2.8p In a y our lead in the extend helping us to information, real-time their next move and for Rightmove for sending us to led market the of reopening the followed that enquiries and traffic record The market. our customers.” leads to 51 million property (3) Revenue from (3) Agency from and Revenue New Homes in advertisers a given month divided by the number total of during advertisers the month, as measured a over average monthly the year. Google Analytics. (4) Source: (2) (1) in customers Agency to andafurtherdiscount AprilandJuly, between Homecustomers andnew Agency both valuesto oninvoice a75%discount e provided highlights Operational Strategic report | Highlights | report Strategic Financial highlights “ to turn to peoplecontinued thaneverbefore, inourhomesmore allstayed ear inwhichwe Strategic report | Chair’s statement
Reflecting on my first year as Rightmove’s Chair, I am struck by the resilience and adaptability of our people and business. Our ambition to make home moving easier in the UK has been undiminished by the challenges of the pandemic.
Andrew Fisher Chair
Our talented and committed teams are focused on exceeding Despite the significant impact on revenue of the pandemic, the expectations of Rightmove’s customers and consumers our business model and core value proposition produced a to deliver a best in class suite of digital advertising products to solid set of financial results in 2020. Operating profit was enhance the home-moving process. Against the challenging £135.1m (2019: £213.7m) from revenue of £205.7m background I’m delighted at the accelerating pace of (2019: £289.3m) with continued cost discipline resulting innovation the teams have delivered this year. Amongst many in an operating margin of 66% and basic earnings per share new developments, a particular highlight was the release of of 12.6p (2019: 19.6p). Our cash position at the year-end was phase one of the digitised rental journey in November to make £96.7m, with reduced returns to shareholders allowing us to home moving easier in the under-served rental market. fund our operations and customer discounts with no drawings Rightmove’s restless culture continues with the development on the CCFF or our revolving credit facility. of phase two now underway. Returns to shareholders and dividend The extraordinary challenges facing our customers in 2020 In 2020 we returned £30.1m (2019: £148.8m) to shareholders were significant and required us to take temporary action to in the first quarter through share buybacks. protect the interests of our customers, consumers and Given the unprecedented operating environment, the Board shareholders. The decisions to cancel or delay dividend has approved the ongoing maintenance of a cash balance of payments and suspend the share buyback programme were £50 million. The Board is confident in our ability to deliver unprecedented in Rightmove’s history and not taken lightly. sustainable returns to shareholders and is recommending a I am pleased that, thanks to the value of Rightmove’s services final dividend of 4.5p per share for 2020 (2019: 4.4p cancelled) . to our customers and consumers, we are again in a position to The final dividend will be paid, subject to shareholder approval, return free cash to our shareholders with the resumption of on 28 May 2021. The Board has also approved the resumption share buybacks in March and the dividend payment in May. of our share buyback programme in March 2021, confirming Customer support and financial position the resilience of the Rightmove business model and our The measures taken to contain the spread of Covid-19 have commitment to returning free cash to shareholders. had an unprecedented impact on the UK property market Board changes throughout 2020 and into 2021. The market closures in the Robyn Perriss, our Finance Director, stepped down from the first half of the year prompted us to take action to support our Board on 30 June 2020, after 12 years at Rightmove. Robyn Agency and New Homes customers, initially with a 75% was a great asset in developing strong financial management discount from April to July followed by 60% and 40% for and controls and keeping our investors well informed. Agency customers in August and September. Since markets Our thanks also to Georgina Hudson for her work as have reopened around the UK, the recovery in home moving interim Finance Director in 2020 and ensuring a smooth activity has been particularly strong, despite continued transition from Robyn to our new Chief Financial Officer. restrictions. Our customers have risen to the challenge of On 7 September, Alison Dolan joined the Board as Chief meeting that demand, using our digital solutions and data to Financial Officer and has already made a major contribution. optimise their marketing resources and increase efficiency.
2 | RIGHTMOVE PLC | ANNUAL REPORT 2020 STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS ANNUAL REPORT 2020 | 3 REPORT | ANNUAL RIGHTMOVE PLC Andrew Fisher Andrew Chair 26 February 2021 Environmental, Social and Governance (ESG) strategy (ESG) strategy and Governance Social Environmental, a for strategy ESG Rightmove’s revisited we During 2020, make to desire and culture our reflecting business, sustainable business system-positive a be and impact significant a out set are Details set of initiatives. a comprehensive through section of the Governance and Social in the Environmental, Report. Strategic Rightmove’s environmental reducing to committed are We Based the 1.5C Science have signed up to We footprint. ensure to with their scientists working initiative and are Targets behind the in line with the science are our ambitious targets with the UK’s Net Zero work to will continue We Paris Accord. for support the Government’s plans Business Champion to have expanded our by 2050, and carbon zero be net the UK to begin to journey our on year this reporting environmental for of the Taskforce under the recommendations reporting at the end of 2021. Disclosures Financial Climate-related Looking ahead thank all our customers to like I would On behalf of the Board, most the through support and confidence continued their for our determination reiterate and to circumstances exceptional and property home hunters for deliver the best marketplace to the widest possible audience. reach to advertisers has, 2020 in cash conserve to decisions difficult the Taking the supporting while liquidity preserve to helped I believe, create to required resources and technology the in investment continue to value. Our commitment shareholder long-term sustainability the long-term for that investment and innovate of Rightmove is embodied in our business strategy. and growth all our value for create to continuing to I am looking forward in 2021. stakeholders Strategic report | Chief Executive’s review
Twenty years on, our focus remains on making home moving easier in the UK and that clarity of purpose has helped to guide our business and the delivery of our strategy through the challenges of 2020.
Peter Brooks-Johnson Chief Executive Officer
Over the past 20 years Rightmove and the thousands of local Our customers have shown great resilience during 2020, businesses who make up our customer base have changed responding to the new rules and adopting new digital tools to the way Britain searches and researches property. The Covid- allow home movers to continue to find their dream next home 19 pandemic turned everybody’s lives upside down, and the in safety. We believe that the adoption of these tools will also resulting uncertainty and disruption has brought challenges make their businesses more efficient for the long term. unlike anything faced since we first started. Whilst much has Beyond supporting our customers financially, we rolled out a changed, 2020 has highlighted the trust Britain’s number of practical initiatives. These initiatives included over homemovers put in Rightmove as not only the place to find 2.2 million ‘kick start’ alerts to home hunters to refresh interest their next home, but also the source of reliable information in properties that had been available for sale or rent before the about the housing market. That Rightmove ends 2020 a first lockdown, helping agents to replenish the pipeline of stronger business than it entered is testament to the property transactions as the market reopened; a new bespoke adaptability and tenacity of our people. local market data tool to help agents target resources most Twenty years on, our focus remains on making home moving efficiently and a new platform for video viewings of properties. easier in the UK and that clarity of purpose has helped to guide We have worked to keep our customers informed of the rapidly our business and the delivery of our strategy through the changing market conditions and to help them to adapt. We challenges of 2020. hosted close to 100 webinars for agents in 2020, which were Our response to Covid-19 attended by over 29,000 property professionals from over Our priority during the pandemic has been the wellbeing of our 5,700 branches and viewed by a further 17,000 people using people, supporting our customers and continuing to drive the catch-up facility. Attendance at our webinars trebled in towards our strategic goals whilst making prudent decisions 2020, and customer engagement through the Hub increased, amid the uncertainty to maintain liquidity. with over 1 million pages viewed during the year. The Government measures taken to contain the spread of Recognising our role as a trusted source of housing market Covid-19 had an unprecedented impact on the UK property knowledge for UK home hunters, we increased the frequency market, which was effectively closed from 23 March until of our consumer email update from fortnightly to weekly. 13 May in England, 22 June in Wales and 29 June in Scotland. This update was read by an average of over 750,000 home This had an immediate impact on our customers’ cash flows hunters every week. For the first time ever, we ran webinars for and lengthened the time to resumption of normal cash flow, consumers to answer their questions about what the market since the average housing transaction takes around three closure and subsequent reopening meant for buyers, sellers months to complete. We responded by supporting all our and renters. customers with discounts between April and September, Since the property market reopened, we have seen record- conscious of the economic impact of market disruption on breaking traffic on our platforms and our customers their businesses. The revenue impact of customer discounts responding by investing in our digital solutions to meet that in the year was nearly £90m, contributing to a fall in Group demand. Since May we have had 231 record days of traffic revenue of £83.6m to £205.7m and a fall in operating profit by and on 12 of those days visits exceeded 8 million, peaking at 37% to £135.1m. Despite the challenging operational and 68.4 million minutes spent on our platforms in one day. economic conditions for our customers, Agency and New Homes customer numbers ended the year down just 3% at Our focus on innovation and delivering marketing solutions 19,197, with the number of Estate Agency members growing to our customers led to an increase in sales of our premium slightly in the second half of the year. packages, with 1,110 Agency customers investing in our Optimiser 2020 package launched in November 2019. We have continued to innovate to make moving easier for home
4 | RIGHTMOVE PLC | ANNUAL REPORT 2020 Strategic report | Our strategy Strategic report Rightmove’s purpose is to make home moving easier in the UK. STRATEGIC REPORT This is where Britain moves GOVERNANCE FINANCIAL STATEMENTS
Strategy Strategy Strategy Strategy 1 2 3 4 The place Unrivalled Innovate to Build great consumers turn exposure, leads create a simpler teams to first and engage and products for and more efficient with most our customers marketplace Page 6 Page 7 Page 8 Page 9
RIGHTMOVE PLC | ANNUAL REPORT 2020 | 5 Strategic report | Our strategy continued
Strategic report Our strategy
Strategy This is where 1 we found our The place consumers happy home turn to first and engage with most 2 billion visits
Rightmove is at the heart of the home-moving process in the UK, being the place consumers turn to first when thinking about their next move. In 2020, consumers made over 2 billion(1) visits to Rightmove across all our platforms and spent over 15.9 billion(2) minutes on Rightmove, up 31% on 2019.
(1) Source: Google Analytics. (2) Source: comScore.
6 | RIGHTMOVE PLC | ANNUAL REPORT 2020 STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS ANNUAL REPORT 2020 | 7 REPORT | ANNUAL RIGHTMOVE PLC
million Strategy Since Rightmove’s inception, helping Rightmove’s inception, Since the largest to market to our customers win more and to possible audience objectives. business have been our key specific 51 million property delivered We over in 2020. At our customers leads to this is a new 1.6 leads every second, of leads sent the number for record in a year. Rightmove from Unrivalled exposure, exposure, Unrivalled and productsleads our customers for 51 leads 2 This is where our This is where customers can market to the largest audience Strategic report | Our strategy continued
Strategic report Our strategy Strategy 3 Innovate to create a simpler and more This is where efficient marketplace innovation 50% happens more software releases every day Our product teams have delivered nearly 50% more updates to the Rightmove platforms than in 2019, despite the challenges of working from home for the majority of the year.
8 | RIGHTMOVE PLC | ANNUAL REPORT 2020 STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS
Strategy Build great Build great teams in one team create endeavour to We with organisation, connected a highly and bureaucracy minimal hierarchy and growth rapid to barriers creating innovation. 93% survey, Say’ In the 2020 ‘Have Your that agreed respondents of employee work’. to place ‘Rightmove is a great 4 93% work to place a great ANNUAL REPORT 2020 | 9 REPORT | ANNUAL RIGHTMOVE PLC This is where is where This everyone can thrive Strategic report | Chief Executive’s review continued hunters. Further integration of Van Mildert has enabled us to Improvements include larger images, integrated video content, develop the next version of the tenant passport. The launch of better navigation and signposting and the introduction of the online appointments system, Viewings Manager, saw the property images alongside floorplans. Consumers have been completion of the first phase of our work to digitise the journey quick to adopt the new style pages, with the amount of time to a rental move, with the development of the second phase spent per property listed increasing by over 70%. Importantly, well underway. this has also increased the number of property enquiries sent to our customers. As a team and a business, we have emerged stronger from 2020, with a better relationship with our customers, Consumer preference for accessing property on mobile demonstration of the resilience of our business and a stronger platforms continues unabated, with our mobile-optimised site sense of common purpose. The resilience of our business and apps again showing the fastest growth of all our platforms. during 2020 was in no small way down to the adaptability and We saw a 42% increase in mobile site time and a 39% increase commitment of our teams. Our employees transferred to in app time during 2020. We have over four times more active remote working in March and have seamlessly continued to users on our mobile and tablet apps than our closest innovate and deliver customer service. Our product teams competitor, with each user spending nearly twice as much time have delivered nearly 50% more updates to the Rightmove on average(3). With over six times the total amount of time platform than in 2019, despite the challenges of working from spent on our apps relative to our closest competitor, our home for the majority of the year. I am delighted that, in spite unrivalled platform is even stronger with app users. of the difficult context and rapid change in everyone’s lives, Home hunters rely on our platforms to be available all the 93% of our people, responding to the annual ‘Have Your Say’ time and we have again recorded an industry-leading level of survey, believe that Rightmove is a great place to work. “uptime” of 99.99%, meaning our platforms were unavailable Our Strategy – making home moving easier for just 14 minutes during 2020. Researching the property market is a key activity for landlords, The place consumers turn to home owners, buyers and sellers. In 2020, our research tools, first and engage with most such as sold price data, were by far the most widely used in the Rightmove is at the heart of the home-moving process in the UK, with over 1.1 million UK properties currently listed for sale UK, being the place consumers turn to first when thinking or to rent and over 55 million historical property records. about their next move. Perhaps the simplest indication of this Perhaps reflecting the increased demand in the marketplace, is the speed at which home hunters turn to Rightmove when consumers spent over 497 million minutes using these tools conditions in the market change. Within an hour of the English in 2020 - an increase of 22% on 2019. stamp duty holiday being announced on 8 July 2020, traffic The shift in home-hunter behaviour when the market jumped by 15% above already high levels and went on to re-opened was noted by more people considering not only surpass over 8 million visits in a single day for the first time in what they need from a home, but also where they want to live. Rightmove’s history. Many home hunters are actively considering longer commute Our place in the market is hard won, the home-hunting times as they consider their working patterns in a post audience has high expectations of the technology and services pandemic world. Use of our tool ‘Where Can I Live?’, which uses we offer, and in turn we focus on continual improvement and sophisticated data analysis to help people work out which innovation to make the home-moving process a simple and locations they can afford and meet their new commute time compelling experience for them. criteria, was up by 45% in the second half of 2020 compared to the same period in 2019. In 2020, consumers made over 2 billion(1) visits to Rightmove across all our platforms and spent over 15.9 billion(2) minutes on Our market-leading data and analytical capability allows us to Rightmove, up 31% on 2019. publish the UK’s most accurate leading indicator of house prices in the UK. Our House Price Index is based on around We achieve this level of consumer engagement by delivering 95% of newly-advertised properties in the UK. Whilst always a the most up-to-date, engaging and comprehensive property widely used property research tool for consumers and property content, together with the best search and research tools. professionals alike, the rapidly changing market in 2020 Amongst the many improvements in 2020, we completed a demonstrated the unique real-time trends our data can reveal, ground-up rebuilding of our property details pages. based on hundreds of thousands of data points.
10 | RIGHTMOVE PLC | ANNUAL REPORT 2020 STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS
ANNUAL REPORT 2020 | 11 REPORT | ANNUAL RIGHTMOVE PLC Optimiser packages was unchanged at 38%, with the majority of majority the with 38%, at unchanged was packages Optimiser the from package the Optimiser 2020 to upgrading customers package. Optimiser lower-priced portal property Residential largest the only is not Rightmove in the UK, it is also the largest Commercial Real Estate (CRE) Estate Real Commercial is also the largest in the UK, it advertising property portal in the UK. Our Commercial of benefits efficiency the offer to continues business in the interested companies to Rightmove platforms of their commercial or divestment acquisition, occupation platform is established as assets. Rightmove Commercial CRE RICS-qualified for and occupiers, for both choice, of themselves defining users of majority the with professionals, or investors. developers landlord/owners, as agents/surveyors, and 15% by increased properties commercial to traffic Our to by 25% as the need increased customers CRE leads to the adoption of social distancing in 2020 accelerated respect in the growth Underlying CRE sector. digital media within the adoption of the encouraging driven by an CRE business was existing and customers, new by platform marketing Rightmove with us. spending more customers proprietary of amounts significant generate platforms Our Rightmove Data demand data. The and home hunter property industry by delivering the property business supports Services and insights based on our unparalleled valuation tools property to used by surveyors Tool, Comparable dataset. Our Surveyor used in over 75% of mortgage was valuations, property make were than 2.3 million reports the UK and more in transactions in fall 11% an despite 2019 on decrease 4% a only 2020, in run of data-driven solutions importance The housing transactions. in a 10% increase of 2020 led to world distanced in the socially and Valuation Model APIs by lenders the use of our Automated in of property than £2.5 trillion worth valued more we overall of the Automated usage of increased combination 2020. The demand and Valuation Model and the value of our real-time other our of usage lower the offset than more data property tools. transactional our for conditions trading difficult particularly presented 2020 travel with Covid advertising business, property Overseas of dream The uncertainty. Brexit continuing and restrictions amongst the British is still strong abroad a property owning the obstacles to public, with leads up 2% on 2019 despite restructure to the opportunity took We overseas. purchasing of pent-up the release for and prepare team the Overseas restrictions travel once properties overseas demand for Site stabilises. environment Brexit post the and lifted are time being spent on than 10% more more optimisations led to site 2019. The to compared section of the site the overseas demand for with the pent-up optimisation, in conjunction our busiest ever day us recording led to property, overseas in 2020. section of the website on the Overseas
products for our customers for products Unrivalled exposure, leads and leads exposure, Unrivalled market to helping our customers Rightmove’s inception, Since business have win more and to possible audience the largest to helped also vital that we objectives. In 2020, it was been our key of a variety navigate efficiently, more operate to customers our home hunters. demand from record and meet restrictions new strong the with coupled Rightmove, to traffic record The than made half of 2020, more in the second market property 51m delivered We in March. in the market the closure up for At 2019. on 27% up customers, our to leads specific property the for record this is a new over 1.6 leads every second, Rightmove in a year. number of leads sent from ‘Optimiser package premium launched our new 2019, we In late package. Optimiser existing the of success the on building 2020’, Manager’, an algorithm- includes ‘Opportunity package new The dynamically- By Me’ – a new ‘Sold and tool intelligence powered I am pleased that, sellers. potential attract to product targeted of our numbers the challenges of 2020, increasing despite benefitted and 2020, Optimiser buy to chose customers agency efficiencies operating the and Me by Sold of success the from of our Manager. In 2020, the proportion enabled by Opportunity and our Enhanced buying independent agency customers For 20 years, we have invested in our brand and we continue to to continue we and in our brand have invested we For 20 years, Happy’ campaign. ‘Find Your that with our always-on reinforce TV new our filmed we lockdown national first the after Shortly their find people moment the capture to it', is 'This advert, next happy home, to highlight the crucial role a home plays in plays home a role crucial the highlight to home, happy next is no there people that remind and to memories, creating move home. time to perfect national television, includes Our investment in brand-building online by supported 4, Channel with partnership our through 2020, we advertising. Throughout digital and outdoor video, publish positive and factual to used our unrivalled datasets help build to and in our housing reports, on site both content about speculation negative counter confidence, consumer and homemovers to confidence give and market housing the time insights. based on real customers from come platforms our to visits of 85% over Whilst or their browser ‘Rightmove’ into typing consumers initiatives, more have launched launching our app, we engine optimisation and on including on search the behaviour of our that engagement, recognising of these initiatives evolving. As a result is always audience 31% by increase traffic seen have we marketing, direct and of share Rightmove’s extending 31%, by site on time and portals. property other to time compared Strategic report | Chief Executive’s review continued
Since roll out began in November over 400 independent Innovation to create a simpler Agency branches have adopted Viewings Manager with over and more efficient marketplace 18,000 Passports completed in January 2021 and a similar Over the last 20 years, Rightmove has helped drive significant number of appointments already requested. Early feedback efficiencies within the property industry by providing our from agents on the improved efficiency of the process is customers with training, support and a suite of software as part encouraging, with a number reporting a significant reduction of their membership to help them in the day to day running of in wasted journeys to appointments. their businesses. However, we are restless and have much Once a viewing has been completed agents can seamlessly more to do, we are continually innovating to make the property order a full tenant reference from Van Mildert without the need marketplace more efficient for home hunters and customers. to re-enter the tenant’s details, saving time and reducing the We believe there are opportunities to improve the journey from risk of error. searching for a home to being ready to transact on it. Innovating for growth tomorrow The Covid restrictions introduced by the Government led When moving, tenants require a number of services such as both home hunters and customers to reassess how best to home contents insurance and broadband for their new homes. progress their property journey. We responded by accelerating Offering these services at the right time in the moving journey our plans to help the property market become more digital. is important in making the service useful to tenants and We believe making the journey more digital will increase the therefore valuable. In 2020 we took the first steps to expand long-term efficiency of our customers and reduce the the monetisation of the rental journey by offering these environmental impact of wasted journeys. services to tenants who had successfully passed a reference Innovating for efficiency now with Van Mildert. Despite our offering in 2020 being To help customers and home hunters adhere to the social experimental and not optimised we helped nearly 7,000 distancing guidelines and minimise unnecessary travel, we tenants with their needs. This is an area we intend to delivered a new tool which enables customers to securely experiment with further in 2021 by engaging the deliver online viewing videos to home hunters, in line with Rightmove audience throughout their tenant journey. government advice. The integrated tool also offers usage Whilst the majority of our efforts have been focused on reporting and functionality to make the process of responding improving the journey to renting a home, our partnership with to home hunter enquiries quicker and more efficient for agents. Nationwide Building Society continues to provide valuable The use of video viewings represents a significant shift in the insights into consumer interest in mortgage information. behaviour of UK agents and consumers, and adoption has been Through the re-design of our property details pages, we steady, with over 40,000 videos uploaded to the platform since increased consumer engagement with our mortgage launch. Where available nearly 50% of home movers engage affordability partnership with Nationwide by a factor of four with the video content as part of the lead sending process. between September and December 2020. We are early in the journey of enabling a more digital approach to mortgages, but Following two successful trial phases, Viewings Manager, our our experience in 2020 stands us in good stead. It underlines integrated appointment booking system for tenants, began full the need for more digitally led mortgage options evidenced roll out in 2020. Building on the knowledge gained as part of the through consumer engagement with our tools, and provides Van Mildert acquisition, Viewings Manager includes the next us with valuable insight into how users’ needs will evolve iteration of the Rightmove Tenant Passport. through the journey. The appointment booking functionality allows tenants to request an appointment electronically whilst enhancing the Our Environment and the lead information with the passport details. This allows agents Society in which we live to simply and easily assess the property's affordability and As an organisation we live by our values and we believe our suitability for the tenant, and potentially allow them to suggest values extend beyond how we do business. “Doing the right something more suitable. Once a viewing is confirmed, thing” is central to the values we espouse, and we believe tenants can cancel or reschedule the appointment at the click Rightmove can and should be a force for good within the of a button and receive automated reminders to help avoid communities in which we operate. missed appointments and unnecessary journeys for agents. Following the viewing, feedback is automatically gathered Doing the right thing encompasses our response to a range from the tenant saving the agent time and offering the home of issues. It was front of mind when we were one of the first hunter the chance to express their interest in progressing companies to choose to repay the grant from the Coronavirus towards tenancy. Job Retention Scheme (CJRS) when it became apparent that
12 | RIGHTMOVE PLC | ANNUAL REPORT 2020 STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS
ANNUAL REPORT 2020 | 13 REPORT | ANNUAL RIGHTMOVE PLC (1) Source: Google Analytics. (1) Source: comScore. (2) Source: App Annie. (3) Source: and social events. We were fortunate to be able to return all our return be able to to fortunate were We and social events. offer and period furlough initial the after work to employees them. needed who anyone to arrangements working flexible and support protect to have taken we of the actions Details in the can be found the pandemic through our employees Report. and Governance Social Environmental, these working, remote of periods extended during Even a of our people have maintained actions and the behaviours ‘Have In the 2020 sense of belonging and connection. strong that agreed 81%) (2019: employees of 93% survey, Say’ Your the for I am again grateful work’. to place ‘Rightmove is a great our people from feedback humorous honest and often direct, such a strong with organisation an in 2020, which has created purpose. sense of belonging and and is organisations many sets us apart from Our culture of part be to proud are who people, our of each by defined evolving which has been continuously Rightmove. It is a culture have of what we and I am very proud over the last 20 years thank every to like during 2020. I would achieved together commitment. and efforts extraordinary their for Rightmover our culture our values and preserved have been true to We driving challenging circumstances, the most through everyone where a place and creating innovation and success can thrive. Brooks-Johnson Peter Officer Executive Chief 26 February 2021
to the fore when considering their next home. next their considering when fore the to on an working is currently business Our Data Services Energy Business, for Department the with project exploratory low of difference value the assess to Strategy Industrial & digitise home to believe that by continuing carbon homes. We their understand to moving in the UK and helping consumers can we efficient, energy more homes making around options agenda. help drive the UK’s ‘net zero’ initiatives and our environmental about these information More and Social in the Environmental, policy can be found Report. Governance teams Build great ofteam current the to dozen a of team Rightmove first the From culture a create and Rightmove define people our 550, over where supportive, and open innovative, exciting, is which peopleOur explored. be can idea every and matters, everyone and consumers. our customers for achieve more strive to always connected in a highly one team create endeavour to We creating and bureaucracy with minimal hierarchy organisation, this to believe the key and innovation. We growth rapid to barriers the right people, then giving them the is employing success effectively. lead and innovate to confidence and tools freedom, and of working our ways have adapted In 2020, we environment. office normal the outside communicating all- with frequent connected stay to have learned how We ‘stand ups’ team Halls and smaller virtual online Town employee have been able to help Women’s Aid and Childline in addition Aid help Women’s have been able to charities in what has been a very our local for our support to we work the to all charities. I look forward for challenging year partnership as part of our new both have planned in 2021, of those who are more encourage Genius to with Generating and to in technology, a career consider disadvantaged to educational routes. non-traditional from recruit over emissions carbon own our reduced significantly have We do us to but doing the right thing requires years, the last three make supports initiatives to strategy Our environmental more. of our using the reach country the UK a carbon neutral improve to consumers and encourage inform to platforms factors these bring and homes their of efficiency energy the of those within the communities we serve, and it is front of serve, and it is front we the communities of those within live. in which we about the world think we mind when the have made in reducing we with the progress I am pleased years, over the last four gap within Rightmove gender pay do. 2020 has caused to more still have much we however inclusion and promote to steps take we how reassess us to that we I am delighted our company. beyond opportunity we did not require it. It is front of mind when we think about of mind when we it. It is front require did not we some for of opportunities inclusion and the lack and diversity Strategic report | Business model
The Rightmove network effect
EMPOWERING
EFFICIENCY
The place consumers BUYERS Unrivalled exposure, SELLERS AGENTS turn to first and RENTERS DEVELOPERS leads and products engage with most LANDLORDS for our customers
SIMPLICITY
What we do How we make the market more efficient for consumers Rightmove is the UK’s number one property portal and the Rightmove is free to consumers, and it is the only place where UK’s leading property marketplace, bringing together the UK’s home buyers and renters can see almost the entire UK largest and most engaged property audience with the largest property market in one place. Rightmove has become the inventory of properties. We benefit from strong network place consumers turn to first when they think about moving effects as our property audience and the properties our home because they can rely on the speed and availability of our customers advertise create a ‘virtuous circle’ enhancing the platforms to view more properties for sale and to rent than Rightmove value proposition. anywhere else. Our customers are primarily estate agents, letting agents and Finding your next home can be a stressful and frustrating new homes developers advertising properties for sale and to experience; the simplicity and ease of access to the property rent in the UK. information Rightmove offers can reduce that stress. Our carefully designed platforms avoid distractions in pursuit of Our purpose is to make home moving easier in the UK simplicity, putting home hunters in control of their search by creating a more efficient housing marketplace and research. The UK housing market, both in sales and rentals, is complex and often inefficient. Moving home can be a time consuming, It is not in our nature to stand still or to take Rightmove’s frustrating experience for consumers and professionals, often success for granted; we are continually investing to deliver the with elements of wasted effort and unavoidable manual most engaging experience for home movers. Our culture is processes. We believe that, by creating a simpler and more one of restless innovation, with a strong focus on driving efficient marketplace, we can make home moving in the UK improvement. We release hundreds of updates and easier. A better marketplace which empowers consumers and improvements to our platforms each month. Improved property professionals leads to a better housing market. By technology and new ways of working have accelerated the building long-term partnerships and creating value for property pace of new releases, with 50% more software releases in professionals and consumers, we are able to grow our revenue, 2020 over 2019. which in turn allows us to innovate to create more value for all.
14 | RIGHTMOVE PLC | ANNUAL REPORT 2020 STRATEGIC REPORT GOVERNANCE FINANCIAL STATEMENTS
ANNUAL REPORT 2020 | 15 REPORT | ANNUAL RIGHTMOVE PLC Our solutions for New Homes developers help them to reach reach help them to developers Homes New for Our solutions to help them UK. We in the serious home buyer almost every platform Rightmove’s off and on both buyers these target Extension Active Rightmove and Display Active our through packages build-to-rent launched new In 2020, we products. them to which will enable Homes customers, our New for properties. rental their of features premium the differentiate Agency our for efficiencies drive to help to continue We that delivers best in class software by providing customers their help inform to tools insight and analytical data, market our using customers Agency our of 85% with decisions, each month. software value How we create for our shareholders subscription is the monthly of revenue Our principal source on advertise all of their properties to paid by customers fees our additional for can also pay Rightmove. Our customers of share a customer’s which increase advertising solutions, our for critical factors are These and competitiveness. voice win the help to an agent to for and particularly customers a home, which remains sell or rent to instruction opportunity of their business. the lifeblood that digital – a process more industry becomes As the property leading – Rightmove’s market in the past year has accelerated are and data driven analytics best in class software audience, ARPA Future our customers. to valuable even more becoming and penetration product will be driven by increased growth our unrivalledpricing, which is underpinned by the value of and our inventory and data, our substantial product audience benefit to innovating constantly for record track and culture and consumers. our customers more become to believe that helping home hunters We of a valuable source into will, in time, grow ready’ ‘transaction insurance and rent-guarantee referencing Tenant revenue. partnership Van Mildert and our mortgage capabilities through journey. this in steps first the are Society Building Nationwide with a number of smaller adjacent develop to also continue We properties and overseas advertising commercial businesses, data and valuation services. property-related and providing
A vital part of innovation is a disciplined willingness to willingness to of innovation is a disciplined A vital part roadmap strategic Our results. the from learn and experiment an evolved from has journeys rental tenants’ improving for 2018 in Passport Tenant first the to 2017, in app experimental learnings and in 2019. The of Van Mildert and the acquisition the have informed these activities from data obtained it with integrating Passport, Tenant development of our new and the booking system Manager appointment our Viewings tenants. and agents lettings benefit to flow, lead rental for provide we tools the tenant, or buyer a finding Beyond to confidence and simplicity bring market the researching one of the largest consider as they and landlords sellers help them an agent to of their lives and choose transactions on their home- moving journey. on their home- moving the more How we make efficient for market our customers portal with the digital property UK’s largest the By creating together have brought we of properties, selection largest to want our customers hunting audience all the home virtually effective and significant most the offer to able are We attract. the in resulting properties, and brands their for exposure significantly thereby leads, high-quality of source largest efficiency. marketing customers’ our increasing their reach to Our digital solutions help our customers win to them enabling efficiently, and quickly more audiences business. Winning instructions is critical but timenew number a offer we and customers Agency our for consuming win instructions. to enable customers to and products of tools as many win twice our Optimiser packages buying Agents use our solutions. as those who do not instructions on average innovation and improvement of constant Rightmove’s culture our for opportunities efficiency more create to helps a Manager’, ‘Opportunity is this of example good A customers. available with our Optimiser 2020 lead management tool by an algorithm Manager is powered Opportunity package. spot intelligently to learning and improving that is constantly potential into turn to most likely who are the home hunters in an agent’s area. home sellers business challenges in 2020, new faced As our customers help to tools efficiency and products new with responded we is a Viewings Online manage leads and viewings. them to and upload video viewings agents to for simple tool which we home hunters, send them to automatically lockdown. first the of weeks within launched Strategic report | Operational key performance indicators
We use the metrics set out below to track our operational performance.