Zoopla has launched a new affordability tool that generates high quality prospects for new homes as part of its wider strategy to invest in driving greater return on investment for homebuilders.
The new affordability tool is currently being trialled by five major homebuilders – Taylor Wimpey, Persimmon, Lovell Homes, Miller Homes and Keepmoat.
Serious buyers are able to assess what they can afford, the results of which are then used to match them to new home developments that meet their budget, property wishlist and eligibility for new homes buying schemes e.g. Deposit Unlock or Own Rate Reducer.
This is an important part of the journey as 72% of consumers looking to move told Zoopla they would be ‘More Likely’ to choose a new build property if they could use a buying scheme for the purchase.
QUALITY LEADS FOR BUILDERS
Tailoring this buying journey for the specifics of the new homes market is unlocking higher-intent buyers with an average dwell time which is greater than the typical search journey.
The information collected from the tool and journey provides builders with rich data including information such as deposit, maximum budget, moving timeframe and buyer wish list. This means higher quality leads for builders with the potential to convert to reservation faster, as well as better informed potential buyers.
This new tool and buyer journey is another element of a major investment by Zoopla to drive consideration of new-build properties amongst consumers which has driven an overall 30% increase in new homes buyer lead volumes over the last year.
CONSUMER EYEBALLS
With the supply of resale properties for sale increasing compared to a year ago, there is increased competition for consumer eyeballs and the tool plays an important role in driving new-build consideration with visitors to Zoopla.
This increased visibility of new builds in the search journey is particularly timely, with Zoopla research revealing that 70% of buyers are open to new builds, but only 7% explicitly look for them.
AFFORDABILITY TOOL
Alex Rose (main picture, inset), Commercial Director at Zoopla, says: “We have made great strides in driving greater performance for home builders over 2025 through a range of product innovations. Builders tell us we are the only portal delivering more new homes leads.
“This new affordability tool is a major initiative for the new homes market and showcases our ongoing innovation to more actively promote new-build properties and their benefits to the millions of visitors to the Zoopla website every month.”
RETURN ON INVESTMENT
And he adds: “We are driving a strong return on investment for our homebuilder customers and this is further evidence of our intent to be the essential marketing partner for the new homes industry.
“This is about generating applicant leads today but also enabling homebuilders to expand their reach and build their brand with consumers.”
