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Zoopla parent company unveils rebrand

Zoopla parent company ZPG’s property division, which includes the portal and agency software provider Alto, is to be renamed as Houseful.

Business remains as usual for all customers, who will continue to interact with Houseful's individual brands including Alto, Hometrack and Zoopla in the same way. 

A new yellow, white and black-themed website has been launched for Houseful that outlines its homes, agency software and property data brands.

Charlie Bryant, chief executive of Houseful, said: “We believe a more connected property market makes for better home choices, experiences, and businesses.

“The whole business is excited and energised by the opportunities unlocked by our new company name and brand which better showcases the breadth of the solutions we are delivering into the market.  

“While this is exciting news, it’s very much business as usual as our teams continue to serve our customers with the solutions they are using to run their business today.”

  • Andrew Stanton PROPTECH-PR A Consultancy for Proptech Founders

    Houseful or Hopeful?

  • Andrew Stanton PROPTECH-PR A Consultancy for Proptech Founders

    I always scratch my head when a company rebrands, ZPG the parent company of Zoopla has for the last four years had Houseful Limited sitting in waiting as a dormant company on readiness for allowing its name change, for me the big question is why now?

    Clearly property portals are changing their business model at speed, even Rightmove has changed it c-suite to reflect the need for a digital impetus to its operations, but why has ZPG deemed it necessary to have a Twitter/X Elon Musk moment now? Yes it signals a change in how it is perceived, but what has Houseful got in mind strategically.

    In many ways though the DNA of ZPG was wrapped up in the driving force that is and was the long exited Alex Chesterman who wanted to service agents not just by a digital solution to newspaper advertising, but by pushing out leading software solutions via the CRM's he acquired. All of which was part of a larger plan to fully monetise the opportunities in the UK housing vertical.

    As I know from my day job, getting the rank and file of estate agency facing operations to even understand that they are in the midst of a complete digital transformation of their operations and ways of even engaging with their new stakeholders is a gigantic task in itself. Providing solutions that get adoption and turn a profit are even harder.

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    I always scratch my head when poor old Stanton goes into his moronic corporate speak
    All this c suite crap is meant to impress people but makes him sound like a tool


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