Zoopla says it is taking data gathered from its users to target sellers on websites like Facebook and Instagram to help with lead generation and help agencies use external marketing firms.
The portal company’s new tool is called AdReach Express and a beta version of it has already won an award.
It analysis data of users of Zoopla and segments it to identify vendors and their location-specific preferences.
This information is used to target vendors with one of the advert designs created by Zoopla itself: when prospective vendors click on an advert they are driven to a personalised, co-branded chat bot that starts a conversation “and captures the lead” according to a statement from the firm this morning.
Leads are then automatically sent straight to an agent’s CRM.
Zoopla says this tool is particularly beneficial for those looking to either implement or optimize their digital marketing strategy “providing good value for money as there is no need for an external marketing agency and the high associated costs.”
It claims that agents using AdReach Express in the initial product development phase have already seen an uplift in leads and engagement: it cites Dunstable agency Deakin-White which says: “AdReach Express has allowed us to get our messaging in front of our specific target market, and people looking to sell their homes in Dunstable, and increase our lead volumes as a result. The product is really simple and easy to use, and we have the flexibility to easily change our targeting, and photo whenever we want, as many times as we want.”
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