New homes developers to benefit from revolution in audience targeting capabilities with Zoopla’s new Audience Builder
29th July 2020
A next generation CRM tool, Audience Builder from Zoopla increases new homes buyer audiences by up to 350%
Audience Builder drives four times as many visits to development websites for house builders, representing a 20% increase in RoI
Audience Builder to be made available to estate agents in the near term
Zoopla, the UK’s most comprehensive property destination, has unveiled Audience Builder - the next generation in audience selection tools. The new CRM tool, developed in-house by Zoopla, is set to revolutionise its customer campaigns, driving even greater engagement with high-intent buyer and seller audiences.
Rigorous tests showed that Audience Builder extends audience sizes by 350% compared to previous methods of CRM outreach. This results in up to four times as many visits to development websites and provides a 20% boost in campaign RoI for Zoopla’s customers.
Purpose built to support Zoopla’s customer base, Audience Builder expands on the foundations of Zoopla’s powerful audience retargeting capabilities, facilitated by its award-winning AdReach tool.
Initially available in combination with Zoopla’s email campaign services for local, regional and national campaigns, Audience Builder will eventually extend to reach consumers across multiple touchpoints, benefiting estate agents as well as new homes builders.
By using a specially designed algorithm that exclusively selects consumers most likely to respond to a campaign message, Audience Builder is able to make a smart assessment of consumer intent, derived from hundreds of data signals captured across portal interactions. Furthermore, the algorithm harnesses geographic and behavioural data to enhance its optimisation over time.
Ultimately, all Zoopla customers will be able to design their own digital marketing campaigns, tailored and personalised to reach high-intent, in-market consumers, on-portal and off-portal, via digital and social platforms, via email, and via the app - all through one seamless approach.
Commenting on the launch of Audience Builder, Andy Marshall, Chief Commercial Officer, Zoopla, said: “Audience Builder is a big win for Zoopla and our customers. In the difficult post-lockdown period we recognise how hard our partners are working, and we wanted to support the market recovery by boosting access for our customers to our most engaged audiences, providing critical additional reach to drive market demand.”
Dan Martins, Director of Product Management, Zoopla, added: “The launch of Zoopla Audience Builder is the next step towards our 360 degree digital marketing vision, designed to help customers reach and retarget the Zoopla audience effectively, wherever they are, delivering real business value to our customers. The algorithm is underscored by leading market intelligence to deliver best in class performance.
“This is an evolving tool and we look forward to sharing many more audience enhancements in the upcoming months and years.”
Zoopla Audience Builder is available immediately through the Zoopla Sales teams - local consumer counts and costs can be supplied for local, regional and national campaigns.
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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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