Zoopla is to concentrate less on raising awareness of its brands and more on getting people to actually use it, as it grows its property division.

Speaking to trade magazine Marketing Week, new chief marketing officer Gary Bramall said that 92% brand awareness is not a problem.

He said: “The challenge is around that point of purchase and consideration.”

He told the publication that Zoopla will be using more focused communications in the future, and will be focusing on content.

The company is currently recruiting for its first head of content, with the aim of making better use of its data and improving its search engine ranking.

ZPG has been reorganised into two different parts – property, including portals, software and data, and its switching arm.

Bramall told Marketing Week that for the property side of the site, there are two areas of focus – to recruit more agents to use the site and the CRM tool.

On the consumer site, Bramall wants to see more members of the public using the site more frequently.

He said he hopes the company can use its data to build trust, including with estate agents around valuations.

The full interview is here:

Zoopla shifts focus from awareness to consideration