New figures from property portal Zoopla indicate that one in three homes listed for sale last year had previously been tracked by a homeowner using its platform. Zoopla states its registered homeowner audience has increased by more than a third over the last 12 months, now surpassing 6.4 million.
The portal claims that leads generated from this audience convert into instructions for estate agents at a rate of 43%. This is reportedly twice the conversion rate of its regular valuation leads, though Zoopla has not disclosed the number of leads or detailed calculation methods for these figures.
Estate agents are facing increased competition for instructions, with the number of homes available for sale up by 5% year-on-year, while sales agreed have fallen by 9%, according to Zoopla's latest House Price Index. Zoopla CEO Paul Whitehead stated the company is focused on helping agents win more high-quality instructions.
Maddox Noel's managing director, Ann Durrell, confirmed their agency uses Zoopla's Complete Max package to identify prospective vendors, gaining early access to local homeowners before properties reach the market. Zoopla plans further investment in its homeowner tools during 2027 to convert more property owners researching their homes into prospective sellers.