Zoopla has re-launched its business to estate agents to be ‘more than a digital noticeboard’ and instead play a greater role helping agents sell homes.
The portal has wheeled out its big guns to promote the changes including CEO Charlie Bryant and COO Andy Marshall, both of whom say they mark a major shift in direction for Zoopla since it was bought by US investment firm Silver Lake for £2.2 billion.
The pair say significant sums have been spent on developing new data-led tech as well as a recruitment drive that has more than tripled the size of its workforce.
Bryant and Marshall say Zoopla’s new data and property software ‘ecosystem’ that will revolutionise the market for agents as well as for homeowners, including a drive to reduce the number of ‘tyre kicker’ leads agents receive.
Zoopla is to give agents more flexibility in how they choose which extra services to pay for, enabling a more modular, pick-and-mix approach to its existing three-tier membership package.
“In every meeting we’ve had with agents they’ve told us they want us to better understand consumers to create better leads that are more relevant to their business,” says Marshall (left).
“And we’re doing that by getting home owners to interact with us earlier and for longer.”
Major additions to its agent offering include a sales progression portal, a search platform that enable agents to match house hunters with properties, an enhanced listings toolkit, upgraded vendor prospecting and re-targeting functionality and ‘marketing team in a box’ service for traditional and digital activity.
Zoopla is also launching a ‘my home’ service for the public, enabling them to store and capture all the information about their home including paperwork but also value and other data.
“We know that homeowners are moving house less often, but our vision will drive market momentum and stimulate more activity. We will exert our influence on the market nationally and locally and drive demand directly to our customers,” says Bryant.