Zoopla has unveiled a new way for housebuilders to sell new build homes via its property portal, with developers only paying when a lead from Zoopla converts to exchange.
The new marketing product, which still provides developers with access to Zoopla’s full range of multi-channel, is designed to boost the number of new build homes listed on the property website.
Zoopla says that the launch of Pay-On-Exchange solves issues faced by the majority of housebuilders when it comes to “guaranteed results from marketing spend and lead attribution” as they will only pay when a lead from the portal converts to exchange.
Developers will also have access to a dedicated media planner to run and optimise campaigns on their behalf.
A number of housebuilders already list properties on Zoopla, with the property portal claiming that an average of 4.7% of leads provided by the website are converted into reservation.
A part of Zoopla’s latest marketing push, customers will also receive a monthly report to show development and channel performance, which will include details on leads, reservations, exchanges, attribution fees and plots sold.
Zoopla says that the launch of Pay-On-Exchange delivers the first of many innovations the property portal is launching for housebuilders over the coming months – all designed to support property developers during the entire sales life cycle and improve operational efficiencies and plot sales.
Riccardo Dawson, managing director of New Homes at Zoopla, commented: “With many housebuilders operating in a market that’s forward sold, we know it’s more important than ever to provide marketing solutions that genuinely drive guaranteed results for our customers.
“This is exactly what Pay-On-Exchange delivers and we truly believe it’s a no-brainer for housebuilders looking to generate maximum return on investment on their marketing spend.”
One step closer to private residential sellers listing directly on the portal.
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Anyone who thinks this is not coming is living in dreamland
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Trying to take business directly away from us long standing subscription customers and give it to large profit developers. I sell for a couple of local builders who build maybe 4 or 5 a year. Thanks Zoopla.
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I’m sure good agents bring more to the party than just access to Zoopla. Nothing for good agents to worry about.
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The problem is that this is not the perception of the public who think an agent just pops a house on the net and waits for a buyer
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How about rolling this out for agents too Zoopla or OnTheMarket? Only paying when an exchange takes place sounds nice
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