Zoopla CEO Andy Marshall says that the portal achieved a 57% increase in monthly active homeowners on its site off the back of its marketing campaign.
In a column published on British publication Property Industry Eye, Marshall opened up about Zoopla's marketing campaigns—and how the portal's perception has changed as a result.
"Our latest ad campaign which focused on 'house price research, without the awkwardness' resulted in a clear step-change in Zoopla’s brand perception towards being a partner that can support the search and research needs of homeowners looking to find or sell their properties.
"This resulted in an increase in unique homeowners tracking their properties on 'Zoopla My Home' by 33% and means that overall, we’ll have over 1m homeowners tracking their properties on Zoopla by the end of the year – on top of the 70m visits we get to our website each month.
"For agents – this means we are fostering a more comprehensive relationship with homeowners before their next move, building a connection and association with our brand and ensuring they return to Zoopla (and of course to you, our agents) when they’re ready to take action.
"The data is already starting to prove this out. Our latest campaign saw a 57% increase in monthly active homeowners, i.e. homeowners that are returning to Zoopla and completing a high-value action. This could be anything from tracking their property to saving a listing or submitting a lead with Zoopla."
Zoopla's My Home offer is similar to Zillow's Zestimate—a product that leverages homeowner curiosity to drive actions, including home valuations, that have the potential to turn into a lead at a later time.
My Home led to a 42% increase in valuation leads in the first month after it launched in March 2021.
Zoopla is the UK's 'second portal' behind Rightmove. The company recently found itself at the centre of a property fraud investigation by the BBC, with the broadcaster claiming that Zoopla facilitated fraud by failing to administer due diligence for new agents listing on the portal.