Uncertainty drags on as CMA opens merger probe into Zoopla’s purchase of Expert Agent

The waiting goes on for staff at industry software business Expert Agent, uncertain as to who their future employer might be.

The Competition and Markets Authority has opened its merger investigation into the acquisition by ZPG of Websky – the company that operates Expert Agent.

The CMA issued its initial enforcement order on March 31, ordering ZPG to ‘hold separate’.

ZPG had announced the purchase of Expert Agent on March 1.

Invitations to comment are now being sought by the CMA, with a closing date of May 19.

The date of the decision is due to be June 30.

The decision could either clear the deal – which has already completed – or announce a second phase of investigation.

ZPG already owns estate agency software businesses CPF, Vebra, Alto, Jupix, GMW and Encore after acquiring the Property Software Group in April last year.

When the CMA stepped in after its acquisition of Expert Agent, it had been thought that this would trigger the start of an immediate investigation, with an expected timeline of 40 working days.

The ‘hold separate’ order means that there must be no contact between the two businesses, with Expert Agent continuing to operate as it did before the acquisition. The two firms can liaise in a limited way over certain HR and finance matters, but nothing else.

Mike Griffiths, founder of Expert Agent, came under fire when the sale to Zoopla was announced just over two months ago.

In a post on the Expert Agent’s user group, passed  to EYE by a user, Griffiths tells agent customers: “ZPG acquired 100% of Websky from Metropolis International who in turn had brought Websky from my partners, investors and myself in August 2013.

“Initially I received a lot of criticism because of the perceived hypocrisy inherent in the consistent ‘We’re independent and not for sale’ marketing message that we’d used for a couple of years. When it was explained that the acquisition was as much of a surprise to me as it was to everyone else, the vitriol rapidly subsided and I’ve had nothing but support from sympathetic customers.”

In his post, Griffiths goes on to say that if there is a phase two inquiry, “there’s a chance that ZPG might be forced to sell us again or find some ways to continue holding us separately. The consolation for customers here is that we are a £4m pa business with a £3m pa EBITDA (profit). Nobody will want to mess about with what is clearly a winning formula.

“This is all a little unsettling for our team though.

“ZPG’s management team are nice people and excellent employers. They have dangled a whole load of perks in front of our team who are all very excited by the acquisition. They will get a day off on their birthdays, £150 of free shares per month, a better pension, days off for charity work, flexible holiday buy & sell, loans for house moving and marriage etc, plus the removal of the glass promotion ceiling that a small business always imposes – all are very attractive.

“That’s all on hold now.”

Griffiths went on: “My message to customers is the same as my message to the team here. This is a little unsettling but don’t jump ship. Our success, turnover and profit plus the continued involvement of so many committed members of our original team (myself included) will ensure a happy outcome regardless of any CMA ruling.”

A spokesperson for ZPG said yesterday: “The Competition and Markets Authority is continuing its review of ZPG’s acquisition of Websky Limited (‘Expert Agent’) and the recent announcement by the CMA is part of that review.

“ZPG continues to engage in consultation with the CMA as part of this review.”

Mike Griffiths declined to comment.

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2 Comments

  1. Thomas Flowers

    I have a lot of respect for Mike.

    I feel sorry for him as he has no say in what happens now,

    But as an expert user:

    Why on earth would I ever wish to provide Z with access to my real time listing data via Expert Agent  for free?

    Is this purchase simply a response to RM’s free, mandatory, real time feed?

    Have you seen RM’s real time licence which may appear to give them access to your clients real time listing data for free?

    Do RM ever do anything for free unless they desperately want you to use it?

    Information is power, power is control, control is money?

     

     

     

     

     

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  2. DeepPurple89

    It would be illegal for Z to pinch client details from Expert Agent, Jupix or any of their other software products. All they can have is the listing info you send them which, once listed, is in the public domain.

    That’s got value even without client data, though. TwentyCI and presumably others sell lists of “imminent completions” to interested third parties – someone I know at a removals firm says it is his biggest source of leads. He pays them 39p for the property address and a target completion date (presumably calculated from the time the property went Sold STC) and 59p if back-filled with a good guess at the vendors’ names from the Electoral Role. He sticks with the 39p version and writes to “the home owner”

    TwentyCI have a big offshore data team. Assuming they are not doing anything naughty like scraping data from Rightmove, they are presumably using that team to identify listings and key dates. They will sell the same data several times over. My mate says they promise to restrict it to 3 removal companies but I’ll bet it is 3 home improvement companies, 3 financial services companies etc. 59p X 9 data sales = a fiver for 5 minutes of work by an overseas low wages guy. 1m house transactions per annum = £5m turnover from that alone. Nice! That’s before Sky, Virgin and the energy companies get their hands on it.

    That’s always gone on. Back when I started, removals and financial services companies scoured the local papers each week. We made it fairly easy for them – we put the door numbers in the ads and sometimes even the vendors’ phone numbers!

    But, if we all GIVE these third parties the data, that’s a different matter! As others have commented, we should check the small print on contracts involving referencing providers, conveyancing panels, price comparison site referrals – even the EPC and floorplan companies. There’s big money to be made here but not necessarily by us – we don’t do enough volume individually. What we need to avoid is any backlash from vendors and purchasers whi think WE’VE sold their data.

     

     

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