Property portal Zoopla has launched a service that enables agents to create company adverts that appear within the portal’s search results that click through to their own websites.
A group of agents have been trialling the service over the past month prior to its official launch today, and the portal says they attract five times more clicks than comparable ads online. The service is in addition to its ‘Area Sponsorships’ which also allow agents to click through to their own websites.
Zoopla says this new kind of listing is different from its ‘advanced’ property listings which show more photos and property details than a standard one.
“An ‘In-Search’ ad allows an agent or housebuilder to showcase their brand in the listing search results, but it’s not advertising a property but the brand and/or its services,” a spokesperson tells The Negotiator.
This means the search results page now includes consumer property and non-property advertising as well as agent’s listings plus now branded agency ads.
Two years ago the portal removed all ads from its property details pages, aligning itself with both Rightmove and OnTheMarket.
Mark Wayne (pictured) of London estate agency Wayne and Silver, says: “One of our key priorities as a business is to promote [our] brand to potential customers in the local area and sending consumers to our website is central to that.
“In-Search Ads is not only helping us achieve this goal but is also driving enquiries, all with a look and feel that’s in line with listings on the website.”
Zoopla is also offering agents who don’t have huge marketing budgets or their own creative agency that designs and prepares their In-Search ad for them.