Zoopla reveals upsurge in delivery of leads to agents in January
13th February 2020
Delivery of applicant leads grew by 25% and valuation leads by 17% in January, compared to the same month in 2019
Zoopla’s web sessions increased by 15% in January, year on year
Brand preference accelerated with 10% increase in consumer online searches for ‘Zoopla’, following multi-million-pound marketing campaign
Over 345 new agent branches signed up to Zoopla in January
Zoopla, the UK’s most comprehensive property destination, has reported a record January with significant growth in delivery of leads to agents, web traffic, new branch sign-ups and brand preference. The news follows the launch of its national marketing campaign and new brand positioning, ‘We know what a home is really worth’ on Boxing Day.
A boost to applicant and valuation leads
Zoopla delivered a 25% uplift in applicant leads and a 17% uplift in valuation leads to agents in January 2020, compared to 12 months prior, as it strives relentlessly to drive value for customers. Meanwhile, it increased its coverage of lettings listings in London from 58% to 71%, signifying a clear, market-leading position.
An uplift in traffic
Zoopla also recorded an uplift of 15% in sessions year on year, as consumers flocked to the website. Web traffic was driven in part by new initiatives, such as the recently launched Zooploma - a digital marketing campaign designed to support buyers and renters at all stages of their property journey. The inaugural Zooploma registered 176,000 sign-ups in its first four weeks since launch, and will be followed by successive Zoomplomas throughout the year.
Multi-million-pound marketing impact
The launch of a major marketing campaign on Boxing Day delivered multiple successes for Zoopla and, more importantly, for its agent partners. Top-of-mind, unprompted brand awareness increased to 66% in January, while prompted brand awareness held steady at 94%. Additionally, the number of consumers searching for ‘Zoopla’ in search engines increased by 10% year on year, demonstrating an increase in consumer preference for Zoopla.
A record month for new business
New business leads culminated in a record January, with 345 branch sign-ups and returns to Zoopla.
“We’ve started the year with tremendous impact – both for our agent partners and for our business, and we are moving the needle in terms of brand preference,” explains Charlie Bryant, CEO, Zoopla. “Undoubtedly, the scale of our marketing investment has galvanised market confidence, and set a new, upward trajectory for the year ahead. Results show that our campaign, which launched on Boxing Day, has engendered real cut-through with agents and consumers alike.
“With the backing of Silver Lake, we have been able to establish a new era for Zoopla, in which we double down on immediate agent need and priorities, easing the everyday pain points that might otherwise hamper their businesses, while also planning for the long term. The Zoopla advantage has unlocked value for agents in a way that other providers can’t, and we’ve generated genuine traction in regions where we had previously been underrepresented.
“2020 is set to be a game-changing year for us, and we look forward to partnering with more and more agents to help them realise their ambitions.”
Founded in 2007, Zoopla is a successful, multi-tiered property business offering services to renters, buyers, sellers and landlords.
The company returned to private ownership in July 2018 after a purchase by a group led by global private equity firm Silver Lake. Since the purchase a new leadership team has been implementing a focused strategy investing substantially in talent, technology, marketing and sales to help Zoopla enhance the service it offers consumers and to meet its ambitious growth plans.
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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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