Zoopla is hoping to boost the number of property listings on its platform by targeting housebuilders with a major revamp of its New Homes marketing offer.

The property portals says that it wants to support the ‘unique needs’ of housebuilders across the development life cycle, with the launch of a new ‘flexible’ approach to marketing, a cost per lead option and a series of innovations aimed at priming housebuilders.

Zoopla says that the changes will enable housebuilders to take ownership and creative control of their content and brand on the website.

Alex Rose, director of New Homes at Zoopla, said: “Re-introducing Zoopla to housebuilders is an industry-defining moment that has been years in the making and the investment we’ve made is testament to the importance of this audience to Zoopla.”

Zoopla has launched what it refers to as an ‘ecosystem’ of complementary product and services, designed to help optimise demand ‘at every stage of the development life cycle, right through from land search to promoting final plots remaining’.

This ecosystem includes Brand Builder, which provides housebuilders with a customisable interactive onsite experience for their developments allowing them to showcase the lifestyle of their site, and Sales Optimiser, which is designed specifically for stock plots and the crucial stage when developments need that final push.

Sales Optimiser utilises Zoopla’s consumer intent scoring and algorithm to drive consumers further down the funnel to their database.

Concepts like Progression Portal aim to give housebuilders full reporting on the leads Zoopla delivers, making it easy to monitor which channels are performing best and enabling sales teams to onboard consumers in minutes. The capabilities of Zoopla’s Progression Portal have been further boosted by the company’s recent acquisition of Yourkeys.

Meanwhile, Consumer Link is designed to help housebuilders find consumers, utilising first data party profiling and a unique algorithm to monitor behaviours and pinpoint target audiences with higher intent.

After 18 months of development, and millions of pounds of investment, the company believes the new offering means it can meet the unique needs of housebuilders.

Rose added: “Housebuilders are at the heart of everything we do, and we want to optimise the Zoopla experience to ensure we’re driving commercial success and value for our partners at every stage of the development life cycle.

“With a brand awareness of 94%, consumers know and love Zoopla. This, combined with our unparalleled knowledge of housing demand, unrivalled software offer following the recent acquisition of Yourkeys and our market leading data, means we are in an excellent position to unlock demand for housebuilders and their developments.”

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