Zoopla has launched a new advertising innovation which it says will help both agents and housebuilders as they seek to capitalise on record demand from buyers.
The new service is called ‘In Search’ advertisements - these are hosted on Zoopla’s listings search page, its most visited page with over 120m views per month.
The ads - which have a flat monthly cost, decreasing as more advertisements are purchased - are shown in line with listings, delivering what the portal describes as "a highly attentive audience for customers” with five ad slots available per page.
Since roll-out began a month ago, ’In Search’ ad campaigns have delivered a click-through rate more than five times that of similar display products, claims Zoopla.
It also suggests that agents save on marketing agency spend and in-house design team time as all the creative work is undertaken and managed in-house by Zoopla. “This ensures the ads match the look and feel of the Zoopla website and in turn, provides a less disruptive brand experience for consumers” it says.
Andy Marshall, Zoopla’s chief commercial officer, comments: “The pandemic and the search for space has led to a range of homeowners deciding to enter the market including many second and third steppers and downsizers.
“As we look to support agents and housebuilders to capitalise on this momentum, the launch of ‘In Search’ ads gives agents the opportunity to ensure they’re in prime position to capture the interest of these motivated homeowners.”
The launch statement from the portal also includes a testimonial from Mark Wayne, director at Wayne and Silver Estate Agents, who says: "One of our key priorities as a business is to promote the Wayne and Silver brand to potential customers in the local area and sending consumers to our website is central to that. In Search ads is not only helping us achieve this goal but is also driving enquiries, all with a look and feel that’s in line with listings on the website.”