How to Launch a Comparison Website or Platform
From veterinarians to real estate agents: comparison websites, and platforms are now widely available for various services. In this article, you'll learn how to launch such a business through PR.
PR for platforms and comparison websites
Why are so many companies following in the footsteps of Independer? Because many markets lack transparency. Whether it involves real estate agents, movers, or veterinarians, it is often difficult to assess if someone is affordable, pleasant, and competent. A comparison website can help with that.
I have been involved in launching several platforms and comparison websites. In this article, I will share some tips so that you can also launch your platform or comparison site through PR.
Emphasize the importance of the comparison tool
DatHuis positioned itself in early 2017 as a comparator of real estate agents. Why is it urgent that real estate agents be compared via a website? To support this, the startup provided the following reasons:
- Choosing an online real estate agent results in homeowners missing out on an average of more than €18,000 in proceeds;
- For two out of three houses, an online real estate agent causes the house to be sold for less money;
- On average, the best-selling online real estate agent sells a house for five percent less than the best-selling full-service real estate agent;
- A real estate agent with a lot of experience in a specific area or price range sells a house for five percent more.
In other words: by providing new insights – doing research – urgency is created. This led to publicity in national media such as Metro and RTL, but also regional media like Het Parool and numerous trade journals in real estate and the startup domain.
Tell which problems you solve
Scanmovers compares movers, but also solves another problem: many movers do not (yet) have a website. The following text shows that it is not only about price differences but also about the digitalization of the business. By discussing problems, urgency is created and thereby space for your company.
The following text led to publicity in the Telegraaf, BNR, and the Consumentenbond:
Movers transporting the same cargo or from the same area or city can be up to twice as expensive. For example, some movers in North Holland are three times cheaper than those in Overijssel. This is evident from research by Scanmovers, a new platform that wants to make the moving market transparent. Notably, more expensive movers do not necessarily prove to be better.
Boyan Nijpels, founder of Scanmovers: “It is still very difficult to find an affordable mover. This is because some movers are not yet well visible on the internet and mainly rely on word-of-mouth. That is why we have created a platform where it becomes clear which mover is the cheapest in your region or the best rated. Also, the good mover without his own website is now found.”
Highlight examples
Hiiper made it possible to compare grocery prices. By highlighting some notable discounts (a top ten with the smallest discounts), it became evident that supermarkets are actually deceiving consumers. Check out this story in the Volkskrant with the telling title: ‘Supermarket offer: 1 cent discount.’
Dierenartskiezen.nl compares veterinarians. Veterinarians sometimes charge rates for a consultation that are up to four times higher than a colleague a little further away. There are also huge disparities in surgery prices. However, the price comparator does report an average rate decrease. Edwin Paardekooper (what’s in a name) says the following in De Telegraaf: “For consultations, we see prices from €20 to €93. For the castration of a large dog, you pay between €140 and €388.”
By highlighting examples, consumers get a picture that is more evocative. Just like one cent off says more than the average price level, the difference in consultation costs shows that there really is something to choose from among veterinarians.
In conclusion
Comparators and platforms sit on a treasure trove of data. A comparator like Dierenartskiezen gets in the news each year (no coincidence, during World Animal Day). By continuously researching price developments, reviews, and other trends, a platform is guaranteed a stream of publicity. Also, handing out awards (veterinarian of the year or of a particular province) creates an opportunity to stand out as a seal of quality.
