Lead Generation: Peak hours and days revealed in latest Zoopla data-drop

Zoopla has been spelling out more details of prospective buyers’ and renters’ patterns of portal-watching and how they relate to leads to agents.

Using seven months of data from the Zoopla portal ending in late March, and based on users who clicked ‘email agent’ on a listing’s details page, it says a listing will receive the highest proportion of online leads direct from its portal on weekday evenings. 

You can see the breakdown by day and time at the bottom of this story.

“To achieve the highest number of leads, that could turn into a quicker sale, it makes sense to launch a property online during one of these sweet spots” says Zoopla.

For sales listings Wednesday is when most interested buyers are viewing homes and sending leads to estate agents, with 9pm being most popular. 

Perhaps unsurprisingly Friday and Saturday receive the lowest proportion of leads generated. 

When aggregating all days of the week, the hour when most leads are delivered is from 8pm to 9pm.

Those looking for their next rented home are most active on a Monday, when the greatest proportion of leads are received by agents. Again 8pm is the most popular hour for lead generation generally across the week and Fridays and Saturdays see the fewest rental leads generated.

“By listing in the late afternoon [agents] will likely experience the highest proportion of buyers and renters sending leads in the evening. This just goes to show that serious buyers and renters have a tendency to research and enquire during the week, possibly then taking the time to do viewings in person at the weekend” claims Zoopla managing director Charlie Bryant.

Table 1: Proportion of leads generated by the average rental listing across a week. Source: Zoopla.

Table 2: Proportion of leads generated by the average sales listing across a week. Source: Zoopla.

Table 3: Best time of the week for lead generation on the back of portal listings. Source: Zoopla.