Zoopla shares jumped in early trading trading yesterday after announcing its £75m purchase of the Property Software Group, but finished the day only marginally up.

Included in Zoopla’s announcement yesterday was the statement that its full-year results would be at the top end of market expectations.

Analyst Jefferies, which advised Zoopla on its stock market flotation, said: “In our view, the acquisition provides agents with a one stop solution to their front and back office systems, a clever move and one not available to their main (organic growth) focused competitor.

“In essence today’s acquisition will ultimately lead to less complexity and more services for Zoopla and PSG’s customers. For instance in all but the smallest UK businesses, agents upload property details to their back office systems before uploading again to the property portals.

“Today’s acquisition will allow Zoopla to provide a one stop shop for day to day inventory and CRM [customer relationship management] all the way through to digital marketing.”

Numis noted: “Looks a sensible fit, at face value price looks okay given retention and customer renewal rates, fits Zoopla strategy of expanding beyond core agency model.”

Credit Suisse said that the acquisition will “make Zoopla’s offering differentiated from Rightmove’s”.

The shares ended at 279p, up 1.70p on the day.

See also next story, carrying Exane BNP Paribas’s note of the briefing to analysts.