Zoopla says it is aiming to deliver more quality buyer and vendor leads for estate agents by providing additional property insights at scale to consumers through new onsite content and personalised emails using AI.

The property portal wants to empower would-be vendors with personalised property information, giving them more control and confidence to plan their next move, and in turn generate more business for agents.

Zoopla now has almost 300 area guides live on its website, providing information for those considering moving to an area. Every guide includes information such as average asking price, local schools, pubs and transport links, making it easier for consumers to make an informed decision about their next move.

The guides also use machine learning to recommend other areas that Zoopla users might be interested in. For example, viewers of the Brighton area guide will be recommended guides for areas such as Worthing and Eastbourne as these are areas with similar characteristics, population size and within a certain radius.

Zoopla says that almost half of its users view an area guide (44%) then go on to view a listing on Zoopla. The property website also claims that its monthly House Price Index also resonates with active buyers ands sellers. In addition to this, AI is used to create 375 localised versions of the report, educating buyers on the market where they live.

This is complemented by its monthly estimate email which informs over 2.3 million homeowners when the value of their home has changed.

In a bid to reduce the uncertainty homeowners experience when selling a property, Zoopla is also building out a suite of informational content designed to educate homeowners about the selling process. This content will launch over the coming months with pieces already live on topics such as remortgaging and equity release.

Rich Hayes, chief operating officer at Zoopla, said: “Every 1.5 seconds a key home decision is made on Zoopla and a key reason for this is the unrivalled market insight and guidance we provide to Zoopla users. This is a key differentiator for Zoopla and we’re constantly looking for ways to improve this and drive more high-intent buyers and sellers for agents as a result.”