Consumer awareness of Zoopla at an all-time high – with Rightmove lagging in second place
The latest research by Harris Interactive on behalf of ZPG, reveals that Zoopla’s national spontaneous brand awareness is now at an all-time high, with the gap over Rightmove also at its biggest level ever.
The research, questioning over 1,043 adults across the UK during the week commencing February 21, shows that when consumers were are asked which property websites they could name unprompted, Zoopla scored a record 49% compared to 40% for Rightmove and 3% for OnTheMarket.
In terms of prompted awareness, where consumers are given named brands and asked if they have heard of them, Zoopla again came out top with 88% of consumers having heard of the brand versus 83% for Rightmove.
And, in London, following the re-launch of its successful marketing campaign, PrimeLocation, has seen significant gains in promoted brand awareness, now reaching 50%, up from 38% only six months ago.
Gareth Helm, chief marketing officer for ZPG, said: “Since October we have again outperformed increasing spontaneous awareness for Zoopla nationally and widening the gap on our competitors.
“We have consistently delivered value for our partners and have invested strategically in our advertising activity to ensure the widest possible exposure for their brands and listings.”
Director's Comments
As a passionate property agent I am determined to keep costs down for the vendors, so we use Zoopla and Prime Location for our primary marketing. We know it works because we have let and sold property quicker than other agents with the same property on the market on Right Move!
We believe that Zoopla will contiunue to grow its brand awareness and that the public will recognise that Zoopla offers a lot more for potential buyers (E.g. Local information about schools, council, residents, etc; running costs; previous sale history; uSwitch; mortgage advice). This in turn will help vendors sell their homes more effectively and we can pass the savings on to them. I think the time is past when only one market provider can dominate the market and thus charge estate agents extortionate fees for advertising on their portal.
