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Zoopla withdraws from Facebook Marketplace four months after joining

Portal is to reverse its integration with the social media giant's selling platform despite initial enthusiasm for the deal.

Nigel Lewis

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Zoopla has withdrawn from Facebook’s online selling platform Marketplace less than four months after joining it amid much fanfare.

From today agents listing with Zoopla will no longer enjoy access to Facebook Marketplace and some 300,000 properties will be withdrawn from the platform.

When Zoopla signed up in September the company said the partnership would offer its member agents wider distribution for their listings and make it the ‘best value’ digital marketing platform in the UK.

Zoopla remains tight-lipped about the withdrawal, but one rumoured reason for the move is the recent announcement by Facebook that it is reintroducing sponsored advertising within its Marketplace results, including eventually in Europe.

Facebook gets most of its revenue from advertising, income that has been dropping recently.
Its latest results show that during the third-quarter of 2018, revenue at Facebook increased by just 33% year-on-year, compared with 49% last year.

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“Putting adverts among the Marketplace listings would mean Zoopla could lose control of its agent members’ listings on the platform,” says an industry commentator, who asked not to be named.

Facebook has also been hit by a slew of media reports about the danger of scams on free-to-list advertising platforms on which fake landlords lure in desperate tenants.

Following the withdrawal of Zoopla from Marketplace, free-to-list portal and competitor TheHouseShop has been making hay, revealing that it has been contacting agents that used to have inventory on MarketPlace via Zoopla and offering its service.

As we reported earlier this month, TheHouseShop recently went live with its integration with Facebook Marketplace.

 

 

 

 

December 14, 2018

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