Zoopla says it has now achieved a record level of national brand awareness and now leads UK property portals in terms of both prompted awareness, overtaking Rightmove for the first time, as well as spontaneous awareness.
According to the Zoopla site yesterday, research conducted by Harris Interactive and questioning over 1,000 adults across the UK between 25th-29th April, shows that on prompted brand awareness, where consumers are asked if they recognise certain brands, Zoopla has now taken the top spot among UK property portals.
It has national brand awareness of 87% against 83% for Rightmove.
In terms of spontaneous brand awareness, where consumers are asked which property websites they can name, Zoopla also came out on top at 45% versus 40% for Rightmove and 4% for OnTheMarket.
Other interesting data revealed by the research shows that usage of property portals in the UK is at an all-time high with almost half the population (47%) having used a property search website in the last 12 months.
And 62% of those questioned claimed that the portals an agent advertises on would factor into their selection of an agent when selling or letting their home, up from 53% earlier this year.
When asked which property search websites they had ever used, Rightmove remains ahead on 50% versus 46% for Zoopla and 6% for OnTheMarket. But Zoopla’s latest advertising campaign is clearly working with 43% of those questioned having seen a Zoopla ad recently versus 30% for Rightmove and 6% for OnTheMarket.
Lawrence Hall of ZPG said: “We’re delighted to see that our ongoing investment in both our product and marketing is delivering record levels of brand awareness and hence exposure for our members.
“Consumers increasingly recognise that we are the most useful resource when looking to move home which is resulting in record levels of enquiries and instructions for agents listing on Zoopla.”