Portal Charges: cost-per-lead idea for new-build listings

Zoopla says house builders “are at the heart of everything we do” and it is revamping its New Homes marketing offer to woo them to use the portal. 

Among the measures announced are a cost per lead option and innovations which it says will help “prime house builders for success, enabling them to focus their spend where they need it most.”

It says it offers developers a performance-based costing model that provides more transparency and assists in achieving a better Return On Investment, with the option to only pay for marketing that generates leads.

The portal says it has an “ecosystem” including facilities like Brand Builder “which provides house builders with a customisable interactive onsite experience for their developments allowing them to showcase the lifestyle of their site.”

Also available is “Sales Optimiser, which is designed specifically for stock plots and the crucial stage when developments need that final push. Sales Optimiser utilises Zoopla’s unique consumer intent scoring and algorithm to drive consumers further down the funnel to their database.” 

In addition there is “Progression Portal [which] give house builders full reporting on the leads Zoopla delivers, making it easy to monitor which channels are performing best and enabling sales teams to onboard consumers in minutes.” 

It says the capabilities of the Progression Portal feature have been boosted by the company’s acquisition of sales progression portal Yourkeys, announced last week.

This platform means house builders can engage with buyers remotely, automate paperwork checks and applications required, and take reservations.

“Re-introducing Zoopla to house builders is an industry-defining moment that has been years in the making and the investment we’ve made is testament to the importance of this audience to Zoopla” according to the portal’s director of new homes, Alex Rose.

“Housebuilders are at the heart of everything we do, and we want to optimise the Zoopla experience to ensure we’re driving commercial success and value for our partners at every stage of the development life cycle. 

“With a brand awareness of 94 per cent, consumers know and love Zoopla. This, combined with our unparalleled knowledge of housing demand, unrivalled software offer following the recent acquisition of Yourkeys and our market leading data, means we are in an excellent position to unlock demand for house builders and their developments.”