Zoopla has unveiled Audience Builder, a new CRM tool, developed in-house, which the portal says is set to revolutionise its customer campaigns, driving greater engagement with high-intent buyer and seller audiences.
Initially rolling out for new homes developments, the tool will be available to agents in the future.
The company says that rigorous tests showed that Audience Builder extends audience sizes by 350% compared to previous methods of CRM outreach.
This results in up to four times as many visits to new development websites and provides a 20% boost in campaign RoI for Zoopla’s customers.
Initially available in combination with Zoopla’s email campaign services for local, regional and national campaigns, Audience Builder will eventually extend to reach consumers across multiple touchpoints, to benefit estate agents as well as new homes builders.
By using a specially designed algorithm that exclusively selects consumers most likely to respond to a campaign message, Audience Builder is able to make a smart assessment of consumer intent, derived from hundreds of data signals captured across portal interactions.
Furthermore, the algorithm harnesses geographic and behavioural data to enhance its optimisation over time.
Ultimately, all Zoopla customers will be able to design their own digital marketing campaigns, tailored and personalised to reach high-intent, in-market consumers, on-portal and off-portal, via digital and social platforms, via email, and via the app – all through one seamless approach.
Commenting on the launch of Audience Builder, Andy Marshall, Chief Commercial Officer, Zoopla, said:
“Audience Builder is a big win for Zoopla and our customers. In the difficult post-lockdown period we recognise how hard our partners are working, and we wanted to support the market recovery by boosting access for our customers to our most engaged audiences, providing critical additional reach to drive market demand.”
Dan Martins, Director of Product Management, Zoopla, added:
“The launch of Zoopla Audience Builder is the next step towards our 360 degree digital marketing vision, designed to help customers reach and retarget the Zoopla audience effectively, wherever they are, delivering real business value to our customers. The algorithm is underscored by leading market intelligence to deliver best in class performance.
“This is an evolving tool and we look forward to sharing many more audience enhancements in the upcoming months and years.”