Zoopla has reported that 400,000 of its homeowner subscribers listed their homes for sale last year, a 37% increase compared with 2024. The portal says these listings represented approximately £2bn in sales commission value for agents.
Zoopla’s homeowner audience uses tools and insights on the platform to understand property values, local market trends, and buyer demand – factors relevant to decisions about selling homes.
In 2025, Zoopla says its homeowner audience grew by 1.2 million to more than 5 million subscribers. This audience generates leads for agents and is supported by a range of platform features designed to provide information and engagement.
One such feature is the buyer demand tool, which shows sellers how many searches their home would appear in at different price levels and the level of competition for similar properties. Around one in four of Zoopla’s homeowners use this tool monthly.
The tool is designed to help sellers understand the relationship between pricing and buyer interest and can also be used by agents to illustrate the impact of pricing on demand and sale speed when consulting with clients.
Table 1: Zoopla’s buyer demand tool in action
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Lower price
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Zoopla estimate
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Higher price
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Zoopla offers a ‘post-listing performance’ report to homeowners who list on the platform, providing information such as listing views, search appearances, and price comparisons against similar properties.
The Prospect Plus product gives agents access to Zoopla’s homeowner audience. The product is used by over 1,500 estate agency branches nationwide. Agents can view the number of prospects in their area and explore potential opportunities through Zoopla for Business.
Rich Hayes, chief operating officer at Zoopla said: “We are investing to help agents grow their businesses with a focus on driving tangible return on investment through high-quality homeowners, market-leading products, and unique data and insights.
“Growing the number of high quality sales instructions is a key pillar in our strategy. Zoopla is the UK’s leading destination for home valuation, with 67% of consumers choosing us first when valuing their home. It’s fantastic to see this strength translate into 400,000 educated sellers going on to list their properties last year.
“As we continue to innovate at pace, we’re confident that this audience of five million homeowners will continue to grow in both size and quality which in turn will generate further value for our agent partners in 2026.”
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