Zoopla marketing campaign and product improvements generating strong results for agents
21st July 2022
Zoopla has unveiled further insight on the performance of its latest marketing campaign and product enhancements and outlined what this means for its agent customers.
Live marketing campaign generating strong results for agents
Zoopla’s marketing campaign ‘Just ask Zoopla’ which launched one month ago has already driven an increase in Google searches including ‘Zoopla’ of 20.5%, while unique valuation leads have increased by 29.5%. In addition to this, brand awareness of Zoopla has increased among older owner-movers, a high value audience for agents due to the high equity homes many of them are considering selling - with one in three homeowners seeing the value of their home increase by over £50,000 over the course of the pandemic.
The marketing campaign has also been amplified by changes to Zoopla’s website to encourage greater usage across more of the site, but with shorter lead-driving journeys. These changes include ensuring there’s a visible connection between Zoopla’s ad campaign and the homepage - as well as simplifying the top bar navigation on the Zoopla website to make it easier for consumers to find what they're looking for.
App investment continues to deliver
Zoopla has also invested heavily in its app over the past six months, which is continuing to deliver for agents. An improved user experience has resulted in an increase in key metrics like signed-in session rate which has increased by 16% in comparison to the old version of the app. This means users are more likely to save properties, listings and sign up for push notifications - driving higher leads per listing as a result for agents. Applicant leads per session have increased by 9% as a result of app enhancements.
Continuing product ROI
Popular products like Valuation Booster are continuing to drive strong results for agent customers with boosted branches getting an average of 5x the valuation leads from Zoopla. Valuation Booster enables an agent's branch to be pre-selected in one of the top 6 agent positions when a vendor requests a valuation - and enables agents to capitalise on the fact that 1 in 3 vendors looking to sell their home has resulted in an instruction within one year.
This continued focus on driving value and innovation for agents has also contributed to some key customer wins for Zoopla over the past six months including progressive London agent Gordon & Co, Rettie & Co which is Scotland's largest independent firm of property specialists and leading regional agent Robinsons Tees Valley.
Andy Marshall, Zoopla’s Chief Commercial Officer, said: “It’s been a busy first half of the year for the property market, with strong levels of demand maintaining across the UK. With a cloudier economic outlook on the horizon, we recognise it’s more important than ever to deliver strong results and value for agents. The strong performance of our marketing campaign and recent product improvements are only the start of what’s to come for our customers, with more innovation and efficiencies coming down the track.”
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For further information, please contact PR Team on [email protected] or +44 (0)20 3873 8770.
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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