They'll pay for it regardless of the site/functionality once it...

They'll pay for it regardless of the site/functionality once it has enough traffic/exposure. For agents to pay for it they need to believe the exposure is worth the investment (value). RENT traffic will increase from a combination of: plenty of listings to attract renters, enhanced unique features/functionality/partnerships to attract renters, landlords and property managers. Currently the exposure offered by the big players dwarves that offered by RENT hence the reluctance to pay.

They can't compete with the big boys offering the same thing, they have to be unique and offer innovative features/partnerships that make the rental process better. I think their success will be dependant on their ability to innovate. A good brand without innovation stands little chance against massive brands with deep pockets and first-mover advantage.

Watching with interest the new CEOs next steps.