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Zoopla removes non-property ads from its listing details pages

Measure is part of major efforts by portal to retain and recruit agents as it battles OnTheMarket.

Nigel Lewis

Zoopla has removed non-property related advertising from its listing details pages, bringing it into line with Rightmove and OnTheMarket and, it claims, increasing page load speeds by 35% and prompting a 9% uplift in leads to agents.

The portal has also begun adding search criteria details to email leads to enable agents to prioritise enquiries, and has recently begun testing a home valuation report service provided by Hometrack in nine areas of the UK.

It includes information that traditionally has only been provided to banks and surveyors including average time to sell, price changes over time and Zoopla search data.

Lead increase

Zoopla also says the level of leads delivered to agents has increased by 64% over the past 12 months, driven by both higher traffic to its website and its ongoing ‘crab’ adverts on TV, radio and poster sites.

It says monthly online traffic peaked at a record 58.3 million site visits recently pushing the average to 50 million a month.

And  it is due to increase its TV advertising spend by 23% during the first three months of this year. The portal also says it has been the highest-spending portal in the market over the past five years, according to Nielsen data.

“Last year was significant for us, particularly our acquisition by Silver Lake, which has paved the way for significant investment in creative solutions to the benefit of our agent clients in the years ahead,” says Zoopla’s Managing Director Charlie Bryant (left).

“This, coupled with increased consumer awareness of the Zoopla brand, means we are in a position to offer agents our most valuable and comprehensive service ever for 2019.”

 

January 7, 2019

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