Zoopla has introduced “Get to know the neighbourhood” a new feature offered with each listing providing school ratings, crime statistics, amenities and other neighbourhood information.
The tool, provided by Property Detective will be offered with an introductory price of £9.99, discounted from £17.99.
Property Industry Eye (EYE) says one agent explained the strategy as a way for Zoopla to monetise estate agents’ listings.
However, EYE confirms the Zoopla service is much cheaper, even at the undiscounted price than going through the Property Detective site – although the offerings may differ.
“The Property Detective site has some free features, but a full report has to be bought, either at £39.99 for unlimited properties over a three-month period, or at £30 for a one-off report,” EYE reports.
EYE offers the following sample report.
In other news, Zoopla has reiterated its claim the site has the highest level of national brand awareness among UK adults across the major portals citing research conducted by Harris Interactive.
Based on this the group says Zoopla will return to advertising on buses across London and has wrapped an entire fleet of London buses in its distinctive purple.
Group Chief Marketing Officer Gareth Helm says this is the second bus campaign for the brand, but the new campaign, rolling our during July, will cover the whole bus rather than just the sides.
“It will result in bold and impactful branding for Zoopla and the creative will feature Dan from the recent ‘Knowing More’ campaign, which has been Zoopla’s biggest national campaign to date when it launched on Boxing Day last year,” Helm says.
In addition to the new bus campaign, Zoopla will also be significantly increasing its presence on TV with its house detective advert which supports Zoopla’s recently launched Running Costs tool.
“The investment in the buses and the increase in spend on TV is a significant benefit for our members and, like all our advertising, is designed to further increase brand exposure and leads for our agent members,” Helm adds.
The new bus campaign will be seen on multiple routes across the city from Hatfield to Croydon and Hayes to Dagenham.