Zoopla’s new marketing chief has revealed that the property portal is to significantly change how it presents itself both to estate agents and consumers, although its TV crabs are not to be ditched.
But the portal is to shift from building industry and consumer awareness of itself to persuading agents to use its services more often. Zoopla now claims to have 92% brand awareness and says that, therefore, getting people to recognise the portal’s name is “no longer a problem”.
Gary Bramall, who recently arrived as its new Chief Marketing Officer from taxi firm Hailo, says one of his focuses is to persuade more agents to sign up to its service and begin using its CRM tools.
To achieve this Bramall has told Marketing Week magazine that he hopes to use its data capabilities to attract and retain agents with its new valuation tool and also help house sellers and buyers decide when and where to move.
The business also plans to continue keeping its comparison business , which is dominated by uSwitch, separate from its property portal, Bramall says.
“If people feel more confident and comfortable in making smarter property decisions then we should be a catalyst for change and get more people to do more things more often in terms of moving and making property decisions,” he says.
Bramall also reveals that Zoopla will be battling for more traffic from ‘natural’ searches on Google – i.e. unpaid traffic – and that therefore improving the website’s ranking and SEO is “fundamental”.