Strong vendor lead performance in a challenging market
Our vendor lead performance has held strong throughout the first half of 2023.
We’ve delivered 5.8% more vendor leads overall year-on-year1, despite the difficult market conditions for movers.
The UK’s been seeing more of us in the media
On TV, we’ve been the dominant player in terms of advertising share of voice compared to our competitors throughout the first half of 20232.
Our Just Ask Zoopla campaign saw us feature across multiple channels in the first half of the year.
And it worked – driving a 38% uplift in vendor leads compared to our pre-campaign average.
The campaign continued to get homeowners interested in understanding more about their property to help inform their future moving decisions.
The number of homeowners registering on Zoopla hit an all-time high during the second half of our campaign, at 22% growth month-on-month.
This is in line with our focus on growing with ‘owner-movers’ in order to build tomorrow’s vendor and applicant pipeline.
Our research has been educating more buyers and sellers
Our latest House Price Index Report got over 100 pieces of media coverage, including a broadcast slot on Bloomberg,
In the latest report, we shared that the new supply of properties coming to market is back at its long-run average.
Our research team also talked about how sellers need to be realistic on pricing to attract buyers in the current market, due to the ongoing pressure on spending power caused by rising mortgage rates.
Meanwhile, our latest Rental Market Report gave a balanced view about landlords leaving the market. It got record-breaking exposure, with over 300 pieces of coverage, and syndication over 250 times across regional BBC stations.
Our onsite tests are converting more buyers into sellers
As buyer demand has weakened due to falling buying power, we’ve focused on converting more of our buyer sessions into sales leads by optimising our search experience.
Here’s some of our search experience optimisations from the first half of 2023:
- We optimised our applicant lead form by removing backlinks and distractions. This improved total conversions per user by 3%3
- We built a new image gallery for the listing details page so that consumers can access floor plans and map from one place. This improved user conversion rate by 3.9% and image gallery views moved up from 25% to 33%3
- We improved our similar properties recommendations on our listing details page. On a new homes listing details page, the volume of clicks to a similar property went up by 12%, and those who clicked and then converted went up by +11%3
1Zoopla internal data, Jan to Jun 2023 vs Jan to Jun 2022
2Nielson Ad-Intel, Jun 2023
3Zoopla internal data, H1 2023
