Zoopla to get its consumers to be more involved

UK-based property portal Zoopla, is adjusting its focus from bringing awareness to the Zoopla brand to recruiting more clients to use its services as the property section continues to grow.

The company's newest Chief Marketing Officer, Gary Bramall, explained to trade magazine, Marketing Week, that the company isn't much worried about how recognizable its brand is. They've successfully hit a 92% brand awareness with consumers in all markets its present in.

He said: “The challenge is around that point of purchase and consideration.”

Moving forward, he elaborated, the company will focus more on communications and content when it comes to its consumers and userbase. 

Zoopla is among UK's most comprehensive property website, focused on empowering users with the resources they need to make better-informed property decisions. They help consumers both find their next home and research the market by combining hundreds of thousands of property listings with market data, local information and community tools.

Launched in 2008, Zoopla has since been one of the fastest growing websites in the UK, now attracting over 40 million visits per month and they are proud to have collected numerous awards and accolades along the way.

Zoopla is currently hiring for its first head of content. Whomever is chosen for this role will focus on using the data collected by the company to improve its search engine ranking.

On the corporate level, ZPG has been separated into two parts: property, including portals, software and data; and its switching arm.

Zoopla Property Group Plc (ZPG) owns and operates some of the UK’s most trusted and effective home-related digital platforms including Zoopla, uSwitch, PrimeLocation and Property Software Group. ZPG's aim is to provide the most useful resources for consumers when finding, moving or managing their home and be the most effective partner for related businesses.

ZPG brands help consumers understand the property and home services comparison markets and make smarter decisions, whilst helping professionals to win more business and operate more effectively. The Group benefits from its multi-brand, multi-channel approach and each of our brands has a distinct market position with an unrivaled proposition. Our websites and mobile apps attract over 50 million visits per month.

Bramall went on to say that when it comes to the estate side of the company, there are two categories that are above the rest: recruiting more agents to use the site; and the CRM tool. When it comes to the consumer site, he says he's looking to see more user traffic, more frequently.

Zoopla will use this data to build more trust with its consumers and estate agents when it comes to valuations.

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