Zoopla delivers vendor lead boost for agents

Zoopla has delivered strong vendor lead performance for agents in the first half of 2023 despite the challenging macroeconomic backdrop - with vendor leads up 6% year on year, the portal claims.

It comes as Zoopla’s latest Spring marketing campaign concluded last week and delivered a 38% uplift in vendor leads compared with Zoopla’s pre-campaign average. 

Live since Easter weekend, the campaign featured across a range of channels including TV, digital and social media. 

With mortgage rates also having a negative impact on demand and buying power – Zoopla said it has also been optimising its search experience for consumers and has converted more buyer sessions on its website to sales leads as a result. 

Improvements to the website include using data science and machine learning to display intelligent recommendations on Zoopla’s listings details pages which has resulted in increased conversion from those who clicked a similar property by 11%.

It has also built a new image gallery for listing details pages to enable consumers to access floorplans and maps from one place. This has improved the conversion rate by 3.9% and engagement with the image gallery increased from 25% to 33%.
 

Zoopla said it has also been focused on providing high-quality content for agents on its recently upgraded Zoopla Advantage website - which provides agents with information on the right products to achieve their business goals and market insights to aid their conversations with their customers. 

This has kicked off with a new three-part video series with co-founder of Base Property Specialists Kristjan Byfield and Zoopla’s director of national sales, Nikki Cole. 

The pair discuss ‘What you need to know about the Renters Reform Bill’ - including the potential impact of the Renters Reform Bill on the industry as a whole and what agents can do to prepare and get ahead of its implementation. To view the first part of the series, agents can visit here. 

Cole said: “Despite an uncertain first half of the year for the property industry as a whole, we’re pleased to see that key metrics that really matter to our agents including vendor leads have grown in comparison to last year. 

“We’re continuing to focus all our efforts to drive maximum return on investment for our agents as we recognise this will be a priority for them for the remainder of the year.”