Zoopla is to up the ante in the property portal stakes by removing all non-property related third party advertising from its listings from today.
It will undoubtedly take a hit to the bottom line but said the change is designed to limit distractions from agents’ listings, and follows feedback from agents themselves.
The move will also optimise website page speed and drive marketing reach through SEO.
A spokesperson told us that any third-party adverts, for example from retailers, will be taken down, although those from suppliers that provide a service to home-movers will stay, which could presumably include the likes of removals firms.
The ‘de-cluttering’ operation is described as “part of Zoopla’s ongoing enhancements to the website to deliver a better service to agents and to increase the focus on driving leads and instructions for agent partners through a better user experience”.
Charlie Byrant, managing director of Zoopla’s property division, said: “We’ve listened to feedback from agents and this change is one of a number of small but important steps we are taking to ensure we are best positioned to support the day to day needs of our agents and consumers.
“It’s vital to set the standard for the property search experience and this is all part of that process.
“Listings are the lifeblood of agents and we need to have the best search experience available around those listings.
“Our focus is to become the number one property destination in the UK and to enhance each agent’s reach and visibility.
“At the end of the day we’re in the business of helping agents to sell and rent properties, and so it seemed to us to be a logical step to ensure we are championing the agent on our site whilst at the same time improving the overall user experience and SEO performance.”