Zoopla Lays Down the Gauntlet with New Functionality and Branding

The British #2 portal Zoopla has today announced what a press release called "the biggest changes to Zoopla since its launch in 2007". Specifically, the portal company will be launching a new product named MyHome which is designed to be a hub for homeowners to get information on their property and their area as well as furnish them with the knowledge to decide if now is the right time to move.

MyHome will create a custom landing page for almost every home in the country where users can sign up, claim their home and track it as well as connect with Zoopla agents. The idea behind the new functionality is to stimulate the market and have homeowners consider their options according to the release:

"By creating even greater engagement among consumers it will encourage high-value audiences to choose and use Zoopla, shifting passive homeowners into active sellers. This will in turn drive increased high-value applicant and valuation leads, delivering even better value for Zoopla’s customers."

Although the feature was described in a press release as "game-changing", it is not dissimilar in terms of its aims to what is offered by the recently launched property platform Twindig.

Alongside the MyHome feature, Zoopla is also releasing the first update of its branding since 2007 which includes new typography and even a slight change to the portal's iconic purple tone.

in with the new

Commenting on the changes Andy Marshall, Zoopla’s Chief Commercial Officer, said:

“When we announced our Vision back in January, we were clear that we would put customers at the heart of everything we do and to stimulate the market for their benefit. The improvements we are announcing today live up to that commitment. They are the result of millions of pounds of investment and thousands of hours of work looking at exactly what will deliver the best results for agents, housebuilders and homemovers alike.”

“Rather than rest on our laurels and surf on the wave of a busy market we have used this time to deliver fundamental improvements to the experience of using Zoopla. My Home is unique and this, combined with the raft of other changes we are making, will generate long-term value for agents, encouraging homeowners to realise the potential of their homes and use them as a springboard to reach their goals.”

The changes announced this week are part of the company's so-called 'Transformative Vision' which was announced back in January and a clear assault on Rightmove's place at the head of the British property portal table. Now might be the perfect time to make such a move as Zoopla may well have come close or even surpassed its eternal rival in terms of agent numbers and Rightmove this week seems to have turned to discounts and sweeteners to recoup agents and inventory in some areas.