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Zoopla says it has delivered strong vendor lead performance for agents in the first half of 2023, with vendor leads up 6% year on year.
The property portal claims to have delivered a ‘strong performance’ supported by its latest Spring marketing campaign which concluded last week and, according to Zoopla, delivered a 38% uplift in vendor leads compared to the pre-campaign average.
Live since Easter weekend, the campaign featured across a range of channels including TV, digital and social media.
Zoopla says it used data science and machine learning to display intelligent recommendations on the portal’s listings details pages which has resulted in increased conversion from those who clicked a similar property by 11%
It also focussed on building a new image gallery for listing details pages to enable consumers to access floorplans and maps from one place. This, Zoopla says, has improved the conversion rate by 3.9% and engagement with the image gallery increased from 25% to 33%.
Zoopla has also been focused on providing content for agents on its recently upgraded Zoopla Advantage website – which provides agents with suggested information on products to consider in their bid to achieve their business goals and market insights to aid their conversations with their customers.
This has kicked off with a new three-part video series with the co-founder of Base Property Specialists Kristjan Byfield and Zoopla’s director of national sales, Nikki Cole.
Cole said: “Despite an uncertain first half of the year for the property industry as a whole, we’re pleased to see that key metrics that really matter to our agents including vendor leads have grown in comparison to last year. We’re continuing to focus all our efforts to drive maximum return on investment for our agents as we recognise this will be a priority for them for the remainder of the year.”
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