Major housebuilders sign new deals with Zoopla to unlock additional buyer demand to support sales rates
UNDER EMBARGO UNTIL 00.01 TUESDAY 9TH SEPTEMBER, LONDON: Zoopla, one of the UK’s leading property websites, has announced that three major housebuilders, Bellway, Bloor and Gleeson Homes have renewed their commitment with Zoopla for new homes marketing.
The home building industry is facing growing competition from the resale market and are seeking to optimise their marketing to generate a flow of high quality buyers to support sales rates and greater ROI. Zoopla has been investing in a range of innovations for new homes which are boosting visibility to buyers and highlighting the benefits of buying new homes.
Improving new homes visibility on Zoopla to drive ROI
Zoopla consumer research shows that 70% of buyers are open to new builds, but only 7% explicitly look for them. To address this, Zoopla has increased the visibility of new-build homes across its most viewed pages, as well as surfacing new-build properties in its map based search experience widening the reach of new build schemes
For housebuilders like Bellway, Bloor and Gleeson this opens up their developments to a wider group of potential buyers, increasing the visibility of their listings on Zoopla.co.uk.
Driving buyer consideration for new homes
Developers are also benefitting from products tailored specifically for the new homes market to help housebuilders reach new audiences. These include in-search ads, premium listings and featured developments, which increases the exposure of a development by pushing it higher up Zoopla’s search results page.
Zoopla is also the only property website in the country that enables consumers to search specifically for new-build homes which are part of the Own New - Rate Reducer and The Deposit Unlock Scheme, which enables buying a new home with just a 5% deposit.
This has enabled housebuilders like Gleeson Homes to showcase their developments to a wider audience with Amanda Parkinson, Marketing Director at Gleeson Homes commenting: “We’re delighted to continue working with Zoopla, which forms a strategic part of enhancing Gleeson’s digital presence and connecting with homebuyers in more meaningful ways. Zoopla’s platform allows us to showcase our developments to a wider audience, while delivering a seamless and engaging online experience.”
In-Search ads delivers additional boost to brand visibility
Bellway, Bloor and Gleeson have all utilised Zoopla’s In-Search ads to boost their brand visibility on the Zoopla site. These native ads blend with property listings, ensuring a smooth user experience and capturing engaged users to click through to a specific housebuilders website.
In-Search ads have an average 57% uplift in clicks compared to a standalone new homes listing and deliver nearly five times the number of impressions.
Nicola Hughes, Group Marketing Director at Bellway said: “Bellway is delighted to have extended its partnership with Zoopla to showcase our homes to a wide audience. Zoopla is a trusted partner for Bellway as we aim to showcase our high quality, sustainable homes to potential customers looking to purchase a new home.”
Commenting on the renewals, Alex Rose, Commercial Director at Zoopla said: Zoopla is a vital marketing partner for home builders and we have been investing in a number of innovations to widen reach and ROI while also encouraging more would-be buyers to consider new build properties. It’s fantastic to see the uplift in lead quality we’ve delivered to housebuilders over the past year, and the team are looking forward to building on this further through close collaboration with our housebuilder partners in the months to come.”
Mark Powell, Group Sales & Marketing Director at Bloor Homes said: “As an NHBC Five Star builder with an Excellent Trustpilot rating, our partnership with Zoopla ensures we receive the analytical data we need as a business to continually support our teams at every stage of the development lifecycle, enhancing our presence and complementing our customer journey strategy. We look forward to seeing the benefits of Zoopla’s new format supporting new build homes to reach wider audiences for our sector.”