Product and Services Roundup: Zoopla, OnTheMarket, Jitty, ADGM

This week's Product Roundup features a triple header from the UK, so that's where we'll start...

United Kingdom: Zoopla updates MyHome to target higher quality vendor leads

Zoopla has introduced new features in its MyHome tool aimed at increasing seller engagement and improving the quality of vendor leads for agents. The enhancements include a buyer demand insight tool and a refined agent comparison feature.

Over 4.5 million homeowners are subscribed to MyHome, which provides valuation tracking, local market context, and property equity data. The latest updates are designed to better prepare users for conversations with estate agents by surfacing early-stage pricing signals and agent performance data.

The buyer demand tool is the first of its kind in the UK portal sector, offering property-specific insight into the number of Zoopla search results a home would appear in at three different price points. It also benchmarks competitive pressure from similar listings. The feature is designed to encourage prospective sellers to consider price sensitivity before they start a valuation request for their property.

A redesigned agent comparison tool has also launched within MyHome. It ranks local agents based on active inventory, time on market, and prior listings of similar homes. The results are personalised using property-level data, intended to help sellers identify more suitable agents earlier in the process.

Zoopla reports a 14% increase in high-intent seller leads generated through MyHome between Q1 and Q2 2025. Internal analysis indicates these leads convert at higher rates and represent above-average commission potential for agents.

Properties claimed in MyHome are valued at £47,000 more, on average, than typical regional stock. Of the 4.5 million subscribers, 700,000 have identified as ready-to-move sellers within 12 months. Access to these leads is provided via Prospect Plus, Zoopla’s seller lead product, which the company claims converts 43% of leads into instructions.

Rich Hayes, Chief Operating Officer at Zoopla, said:

“Zoopla’s MyHome subscribers are highly engaged with the value of their home and what is selling in their local area, and their feedback has informed MyHome’s latest upgrades and enhancements.

"Our focus is to ensure that we’re giving agents access to motivated sellers that drive an excellent return on investment. As we continue to innovate at pace, we’re confident that this audience will continue to grow in both size and quality and generate more value for our agent partners.”

Meanwhile, MyHome vendors can now compare estate agencies in more detail, rating agents by the number of similar homes they have listed, and their average selling time.

OnTheMarket research reveals hotspots in the UK

Findings from the British challenger portal OnTheMarket reveal that Bradford was the property hotspot in the country between May and July, topping the table for the third report in a row.

The OnTheMarket Hotspots ranking data is calculated by looking at the number of available sales properties within a certain area and comparing that against the volume of onsite activity over the same period to create a score that is representative of the intensity of interest in that market. Areas are ranked by this score, and this score is compared across different time periods to show how the ‘heat’ of the market is changing over time.

Jason Tebb, President at OnTheMarket, said:

“Once again,the north/south divide is holding firm, with the top ofthe list dominated by some ofthe most vibrant and best-value locations in the north of England, where we find the most heat in terms of activity. Despite five interestrate reductions in the past year, along with many lenders easing their criteria,the continued high cost ofliving means affordability is still a concern for many. As a result, buyers are favouring those locations where their money will go further. However, despite strong wage growth, average property values have also increased, making it difficult for many to bridge the gap.”

Jitty partners with L&C as mortgage advice partner

Jitty has launched a new in-listing budget calculator through a partnership with L&C Mortgages, enabling UK buyers to search for homes based on estimated monthly mortgage repayments. The integration makes Jitty the first platform in the UK to embed repayment-based search functionality directly within property listings.

The tool allows users to input income and deposit figures to calculate an indicative monthly mortgage budget using L&C's market-wide rates. The resulting figure is automatically applied as a live filter, limiting results to homes within or near the calculated affordability range.

Each listing displays estimated monthly repayments alongside applicable ongoing costs such as council tax, service charges, and ground rent, where available. The tool is also embedded into search filters and listing pages, eliminating the need to toggle between external calculators and property portals.

Graham Paterson, CEO and co-founder of Jitty, said:

“For most people, affordability isn’t just about the asking price on a listing, it’s about the monthly cost attached to living in that home. By combining Jitty’s AI-driven search with L&C’s mortgage expertise, we’ve made it possible to view the potential costs associated with buying a property, instantly, and keep that in mind while you are browsing. This allows for a much more realistic and worry-free way of thinking when searching for your dream home.”

Donna Callaway, Partnership Director at L&C Mortgages, said:

“Buying a home is one of life’s biggest financial commitments, and knowing exactly what you can afford each month makes that journey clearer and less stressful. Working alongside Jitty, we’ve put mortgage insight right at the point where buyers are choosing which homes make their shortlist - so they can make confident, informed decisions that are supported by expert advice.”

The feature is now live across all Jitty listings. Users can also request an agreement in principle or access direct mortgage advice from L&C without leaving the listings interface.

Jitty recently raised $3.8 million in seed funding led by REA Group.

MENA: Abu Dhabi Global Market (ADGM) launches permits for property advertisements

Abu Dhabi Global Market (ADGM) has launched an Advertising Permit service on its AccessRP platform, requiring all property advertisements within its jurisdiction to obtain formal approval. The measure is intended to reduce fraudulent listings, enhance market oversight, and support investor confidence.

The initiative was introduced by ADGM’s Registration Authority (RA) in coordination with the Department of Municipalities and Transport (DMT) and the Abu Dhabi Real Estate Centre (ADREC). It integrates with Madhmoun, a national multiple listing service developed by DMT and ADREC and positioned as the first of its kind in the UAE.

According to ADGM, the integration with Madhmoun enables the Advertising Permit to function beyond a compliance mechanism by connecting to a verified listings database. This is expected to support aggregators, raise listing accuracy, and contribute to more transparent advertising practices.

The service is now live on AccessRP and applies to all real estate promotions within ADGM’s boundaries, including Al Maryah and Al Reem Islands.