Zoopla and OnTheMarket race for more house listings

The rivalry between Zoopl and OnTheMarket is heating up as both race to gather more house listings.

Zoopla has recently revealed that it has seen a 43 percent increase in house builders using its AdReach marketing tool this year.

It’s now used by 15 of the top 20 house builders, claims the portal with recent recruits including McCarthy & Stone, and Fairview New Homes.

Zoopla says the digital marketing tool can reduce costs per lead by up to 50 percent.

The tool is described as gathering potential house-hunters across social media channels including Facebook, Instagram, and Google Display Network – namely Gmail and YouTube, reducing the cost per lead delivered to housebuilders.

A statement from the portal says AdReach:

“utilizes Zoopla’s powerful first-party data, which is gathered when users visit its website. This is analysed and segmented to identify home hunters and their preferences. The information is used to target buyers when they later browse the web or use social channels by promoting a specific home or development that meets their previous Zoopla search criteria. This not only increases brand visibility but also delivers highly targeted and personalized content to consumers.”

Most recently, OnTheMarket announced that Persimmon will list all its residential developments from both its Persimmon and Charles Church consumer brands; the deal covers listings and additional advertising products.

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