Zoopla unveils bold new multi-million pound strategy as it re-imagines its marketing proposition for housebuilders

Zoopla has unveiled a major revamp of its New Homes marketing offer as it aims to support the unique needs of housebuilders across the development lifecycle.

Key points:

• Zoopla’s revitalised marketing approach will vastly improve its offering to housebuilders, unlocking access to its 2.3 million unique audience, and empowering them to take ownership and creative control of their listings on Zoopla
• New performance-based costing option reduces the risk of fixed and upfront marketing costs, ensuring housebuilders only pay for marketing that generates leads
• Zoopla’s market-leading tools such as Audience Builder and its new offering Sales Optimiser provide hyper-local insight, supporting housebuilders to fine-tune their marketing strategy based on intelligence and demand
• The launch follows Zoopla’s recent acquisition of Yourkeys, a move that bolsters its industry-leading software offer

Among the measures announced are a new and improved flexible approach to marketing, a cost per lead option and a series of innovations aimed at priming housebuilders for success, enabling them to focus their spend where they need it most.

The changes will enable housebuilders to take ownership and creative control of their content and brand on the Zoopla website, allowing them to sell the lifestyle of the development off-plan from day one.

Alex Rose, Director of New Homes at Zoopla, commented:

“Re-introducing Zoopla to housebuilders is an industry-defining moment that has been years in the making and the investment we’ve made is testament to the importance of this audience to Zoopla.  

“Housebuilders are at the heart of everything we do, and we want to optimise the Zoopla experience to ensure we’re driving commercial success and value for our partners at every stage of the development lifecycle. 

“With a brand awareness of 94%, consumers know and love Zoopla. This, combined with our unparalleled knowledge of housing demand, unrivalled software offer following the recent acquisition of Yourkeys and our market leading data, means we are in an excellent position to unlock demand for housebuilders and their developments.”

The ecosystem of complementary product and services, combined with Zoopla’s unique audience and industry-leading data and insight, is designed to help optimise demand at every stage of the development lifecycle, right through from land search to promoting final plots remaining.

This ecosystem includes Brand Builder, which provides housebuilders with a customisable interactive onsite experience for their developments allowing them to showcase the lifestyle of their site, and Sales Optimiser, which is designed specifically for stock plots and the crucial stage when developments need that final push. Sales Optimiser utilises Zoopla’s unique consumer intent scoring and algorithm to drive consumers further down the funnel to their database.

Concepts like Progression Portal give housebuilders full reporting on the leads Zoopla delivers, making it easy to monitor which channels are performing best and enabling sales teams to onboard consumers in minutes. The capabilities of Zoopla’s Progression Portal have been further boosted by the company’s acquisition of Yourkeys. This gives housebuilders the ability to engage with buyers remotely and efficiently, automate all paperwork, checks and applications required and take reservations, delivering substantial cost and time savings. Real-time sales progression tracking will also unlock complete transparency across the transaction process, with it being possible to track the source of a lead through to reservation.

Meanwhile, Consumer Link helps housebuilders find consumers, utilising first data party profiling and a unique algorithm to monitor behaviours and pinpoint target audiences with higher intent.

After 18 months of development, and millions of pounds of investment, the company believes the new offering means it can meet the unique needs of housebuilders, with its flexible and performance driven approach.

Additionally, Zoopla’s housebuilder customers will benefit from:

• A flexible marketing approach that gives housebuilders the ability to focus their spend where it is needed most. This will enable customers to dial-up or down their development campaigns.
• A performance based costing model that provides housebuilders with more transparency and assists in achieving a better ROI – which will positively impact housebuilders as it gives them the option to only pay for marketing that generates leads.
• Data-led decision making ensures that housebuilders can unlock a wider pool of demand. Zoopla’s unique data will help optimise demand at every stage of the development lifecycle, right through from land search to promoting final remaining plots.

Innovation and investment in improving the service will continue at pace throughout 2021, setting a new benchmark for excellence, with further improvements coming in the second half of the year. At the forefront is a brand new audience experience, empowering housebuilders to market to specific audiences and unlock new demand across the whole development lifecycle.

Kindly shared by Zoopla