Zoopla and OnTheMarket slog it out for new homes success

The competition is hotting up between Zoopla and OnTheMarket for new homes listings.

Today Zoopla has revealed that it has seen a 43 per cent increase in house builders using its AdReach marketing tool this year.

It’s now used by 15 of the top 20 house builders, claims the portal with recent recruits including McCarthy & Stone, and Fairview New Homes.

Zoopla says the digital marketing tool can reduce costs per lead by up to 50 per cent.

The tool is described as gathering potential house-hunters across social media channels including Facebook, Instagram, and Google Display Network – namely Gmail and YouTube, reducing the cost per lead delivered to housebuilders.

A statement from the portal says AdReach “utilises Zoopla’s powerful first-party data, which is gathered when users visit its website. This is analysed and segmented to identify home hunters and their preferences. The information is used to target buyers when they later browse the web or use social channels by promoting a specific home or development that meets their previous Zoopla search criteria. This not only increases brand visibility but also delivers highly targeted and personalised content to consumers.”

Earlier this week OnTheMarket announced that Persimmon will list all its residential developments from both its Persimmon and Charles Church consumer brands; the deal covers listings and additional advertising products. 

Persimmon sold 16,449 new homes in 2018 and the signing follows a recent Similar agreement with Barratt Homes.

With regard to today’s Zoopla announcement, the portal’s head of new homes - Alex Rose - says: “Since the launch of AdReach in 2015, we have successfully delivered 10,000 campaigns on behalf of our New Homes clients. Our in-house digital solutions team, which looks after AdReach performance, works seamlessly with our clients to understand their needs and optimise performance, all of which has helped reduce the cost per lead for housebuilders by up to 50 per cent

“Zoopla’s continued investment in new homes is directly reflected in the growing number of high calibre housebuilders that choose to list with us. We look forward to continuing to develop our offering to housebuilder clients in 2020 and further enhancing their digital marketing capabilities.”