Agents benefit from Zoopla’s latest innovations
5th August 2021
Leads to agents via Zoopla’s app are up 58% year on year, while downloads of the app have increased by 13%
Zoopla’s marketable database has also increased by 104% in the past year, ensuring a larger pool of high intent home hunters and sellers can be reached
The company’s record investment in marketing means 10% of the total UK housing stock is now being tracked via Zoopla’s My Home experience
After the unveiling of its Vision at the beginning of the year and the subsequent launch of an exciting range of new innovations, Zoopla has for the first time revealed the positive impact these initiatives are having on its customers.
App drives record growth in leads
Zoopla has invested heavily in improving its app and this is paying dividends for agents with leads up 58% year on year. Other improvements made to the app have generated strong initial results with a seven times increase in the number of consumers engaging with valuation enquiries, and a 30% increase in valuation leads.
Innovating on behalf of agents
Zoopla’s investment and commitment to innovation has driven a series of improvements to its website and these are having real impact for agents. Home hunters are 37% more likely to contact an estate agent as a result of a search on the new results page while the likelihood of users sending a lead from the listing detail page has increased by 22%.
In the six weeks since the launch of ‘In-Search’ ads, over 140 branches have purchased the product, which means 6.4m In-Search ads impressions have already been delivered across the UK. ‘In-Search’ ads allow agents & housebuilders to showcase their brand to highly engaged users as they search on the most visited page of Zoopla’s website. The average click-through rate of the product has also seen a rapid uplift, having doubled in under two months to more than eight times that of similar products.
Building what agents need for the future
To continue to create a future seller pipeline for agents, Zoopla is continuing to invest in its My Home experience. Since the launch of My Home and the start of its latest marketing campaign in April, the number of properties being tracked has risen to 10% of total UK housing stock. Users who are tracking properties can then be nurtured and connected with a Zoopla agent when it’s time to sell.
These potential sellers are also being used to create targeted vendor and landlord campaigns and contribute to Zoopla’s marketable database, which has grown by 104% in the past year.
Delivering value for agents
Zoopla has also been working even closer with agents through its Product Research Panel to ensure agent feedback directly influences future innovations. Since launch earlier this year, nearly 200 agents have joined the panel and valuable feedback from the group has led to enhancements to Zoopla’s Valuation Booster, while a cohort of the panel was also involved in testing ‘In-Search’ ads before launch.
Agents interested in joining Zoopla’s Product Research Panel to ensure their voices are heard and the right tools are being built to support them can sign up here.
Andy Marshall, Zoopla’s Chief Commercial Officer, said: “I’m delighted with the progress we have made delivering more value and innovation to our customers and with plenty more to come in the second half of the year, we’re not resting on our laurels. Our focus now is pushing ahead to ensure our customers are best equipped to make the most of the record demand and we are excited about helping them do that.”
Kiersty Sims, Group Marketing Director, LRG, comments: “At LRG, we have a huge appetite for constant innovation – and so support Zoopla’s similar approach, which is just one reason why we recently signed a three-year Innovation Partnership deal with them. It’s great to see that leads have more than doubled year-on-year – and above all, we really champion Zoopla’s approach of directly involving agents to find out what really works for them on the ground, and applying those insights to make constant improvements to its app – which I personally use most days! – and other innovations.”
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Hello. We're Zoopla. A property website and app.
We know you're not just looking for a place to live. You're looking for a home.
Yeah, we've got over a million properties for you to browse.
Tools that let you filter them in all kinds of clever ways.
And reliable house price estimates, so you can be sure you aren't paying over the odds.
But we know you're looking for more than that.
Because that first flat won't just be a 'great investment opportunity'.
It'll be the feeling of starting out on your own.
That extra bedroom won't just mean another £20K on the re-sale price, it'll mean having your sister over to stay.
And that bungalow won't just be a way to release some equity, it will be a chance to spend more time with the grandkids.
We know that searching for a home is about more than just checking its price, location and features (important as all those things are).
What really matters is how it makes you feel.
We know what a home is really worth.
So let us help you find yours.
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