Zoopla reveals huge jump in newbuild sales leads
The No.2 portal says its recent innovations have boosted leads for new build sales by 53% compared to last year.
Zoopla claims it has achieved a 53% leap in new build leads, pointing to its ‘range of innovations’ for the increase.
The portal says market forces are working against the visibility of new homes with a record high stock of homes for sale in the resale market.
But Zoopla’s lead performance for housebuilders is up in all regions year-on-year, “bucking the trend” in resales, where demand has been rising in single digits.
Lead volumes up
In London, the market is more depressed with lead volumes up 10%, the number two portal says.
Zoopla has worked to enhance the visibility of new homes on its site and resolve common ‘pain points’ for housebuilders such as a lack of understanding about the benefits of new homes.
Enhancements include:
- Showcasing local new-build developments on map view search results pages
- Highlighting the benefits of new builds on listing cards in search results pages
- Adding contact detail capture (‘pop-ups’) to popular content like new-build brochures and virtual tours
Disputed
The main portals have disputed each other’s performance, with OnTheMarket claiming last year it had overtaken Zoopla.
Alex Rose, Commercial Director at Zoopla, says: “New homes are an important market where we have invested heavily in improving both the quality and quantity of leads we deliver to our housebuilder partners, and it’s fantastic to see those efforts driving strong results at a time when builders want to support sales rates.
“By making new homes more visible across Zoopla and helping buyers better understand the benefits of new-build properties, we’re able to deliver higher-intent enquiries even in a challenging market.”
