Enormo's enormous growing pain

After a "four-month branding process", Enormo has again redesigned its identity in an effort to "create an upbeat identity for the site".

At a time when the property industry is suffering the ripples of the global credit crunch, Enormo’s fresh orange design and clear presentation of properties reflect the search engine’s positive place in the sector.

Enormo also announced the creation of 17 new 'gateway domains' including enormo.co.uk, supposedly offering a highly-tailored UK user experience and "interface language." Geodata refinements are supposed to improve the search experience for UK buyers looking for international properties. But yesterday as a UK user, I found a few problems while looking for UK property. I checked out the new site after getting the press release and did a quick search for 2 bed apartments in Knightsbridge, when I came across three unbelievably priced flats, ranging from £157,950 to £295,000. Given that the average asking price for 2 bed flats in Knightsbridge is well north of £2.5 million, I thought this was too good to be true and decided to investigate further. Unfortunately for me (my day job involves sourcing discount property for clients), I was disappointed to learn that none of these properties actually existed in London, one was in Cheltenham, the other towards Halifax and the third somewhere in a place called Gosforth.
I contacted Enormo about the issue and Rosie Cade, Enormo's industry liaison responded via email, stating that because Enormo covers around 50 countries with listings in multiple languages, these things "will occasionally happen" and that Enormo will gladly rely on feedback from the "real estate community":

What's happened in this instance is that our semi-automated extraction tool has been confused by the 'Knightsbridge' in the listing description text and has chosen London as the most likely location for the properties. What we'll now do is make sure Enormo knows that these listings belong to other Knightsbridges (ie not the London one). In fact, one of the 'new features' of the relaunched site is the ability for users/agents to get directly in touch to tell us about mistaken places: there's now a link inside one of the site's error pages that allows them to flag up 'bad' locations. This feedback is then prioritized in our development schedule, because we recognize that Manchester-dwellers, for example, are going to be more spot-on with location issues than our geodata, however sophisticated we make our system...

That seems like a lot of work for a site that boasting 7 million listings in over 50 countries and 4 million monthly visitors. Enormo promises its next focus is to develop "communication channels for everyone involved in the house-buying process," God knows they will surely need them ...
See also:

• FoREM on Enormo's expansion
• Coverage via Property Portal Watch
• Enormo blog