Zoopla has rolled out a series of upgrades designed to push new-build homes higher up the buyer agenda – and the changes are already paying off, with housebuilders seeing a 53% jump in lead volumes year-on-year.
The portals’ improvements come at a crucial moment for the sector. A record stock of resale properties is flooding the market, giving buyers more choice and increasing competition for new-build schemes, many of which are operating with fewer sales outlets than in previous years.
Despite those headwinds, Zoopla is outpacing the wider market. While applicant demand across resales has grown only in single digits, new-homes leads are rising sharply in every region.
Northern England has seen the strongest uplift at 89%, followed by Scotland and Wales (73%) and Southern England (71%). Even London – the most pressured new-build market in the country – has recorded a 10% rise in lead volumes.
FRESHER SEARCH EXPERIENCE
The uptick is being driven by a major refresh of Zoopla’s search experience, focused on tackling persistent visibility challenges and helping buyers better understand the benefits of new-build homes.
Enhancements include showcasing local developments directly within map-view search results, adding clear benefit messaging to listing cards, and introducing data-capture prompts within high-engagement content such as brochures and virtual tours.
VALUE FOR MONEY
Alex Rose (main picture, inset), Commercial Director at Zoopla, says: “At Zoopla, our focus is on driving value for money for all our customers.
“New homes are an important market where we have invested heavily in improving both the quality and quantity of leads we deliver to our housebuilder partners, and it’s fantastic to see those efforts driving strong results at a time when builders want to support sales rates.”
SUPPORTING NEW-BUILD
And he adds: “By making new homes more visible across Zoopla and helping buyers better understand the benefits of new-build properties, we’re able to deliver higher-intent enquiries even in a challenging market.
“This is just the start, and we’re excited to continue innovating to support the new homes market in the months ahead.”
