Posted by: housingdabble | September 21, 2011

Zoopla sign another strategic partnership

In the ongoing battle between Zoopla and DPG (Findaproperty, Primelocation and Globrix), Zoopla have scored the latest points by signing a strategic partnership with News International, to exclusively power the property search

for times.co.uksundaytimes.co.uk and thesun.co.uk.
Under the terms of the deal, Zoopla will exclusively take over powering the property search function for all three websites from Globrix and News International will begin promoting its new online property offering far more extensively via its leading national newspapers – The Times, The Sunday Times and The Sun.

Globrix was once part-owned by News International in the days of Daniel Lee beforehe sold it to DPG who are part of the Daily Mail group. Zoopla have history with News international, having bought the Propertyfinder brand from them in 2009.

As you would expect, Alex Chesterman, Founder and CEO of Zoopla, is very pleased with the partnership and said : “We are delighted to be working with News International. Their brands are amongst the most read in the newspaper market, with the most-visited websites in the UK – the deal clearly adds value for all our members.”

This adds yet another potential source of leads to their growing number of strategic partnerships such as powering Archants Homes24 portal and the more recent Johnston Press deal.

Most agents see Rightmove as a necessary evil when it comes to attracting vendors, but will give greater scrutiny to what is being brought to the table in terms of leads and additional value from the other portals. It’s this battle that Zoopla and DPG are heavily engrossed in and whilst huge visitor numbers are all very good we all know that the millions of page impressions that the portals have is highly disproportionate to the number of active buyers out there. Ultimately, it’s the quality of the visitors and the leads that are created on the back of their visits that really counts.

It is anticipated that the new partnership will launch in early October and the gives agents and developers who advertise with Zoopla even wider distribution and exposure for their listings and businesses.


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Responses

  1. This might be really interesting to Zoopla but as an Agent paying you money i am not so impressed that we are financing a battle between portals. Nor is the general public to be impressed with an deal with News International who are seen as totally unsavoury after the phone hacking.If this continues we will reconsider our Zoopla subscription.

  2. Zoopla’s growth strategy over the last 12 months has really paid off. They had a great TV advertising campaign at a time when a lot of their competitors reduced their advertsing budget. Stats in other recent news reports on Zoopla show that month on month growth is continuing to grow when their competitors are declining. Zoopla is clearly the number 2 site behind Rightmove and perhaps could seriously be challenging for the number one spot in the next 12 to 18 months.

  3. I think the growth of Zoopla is a positive rather than a negative thing for agents. Speaking from the point of view of a sourcer now dealing exclusively with property investors, I currently don’t need to use either Rightmove or Zoopla. However going back to the days when I did, i felt that Righmove took advantage of their dominant poistion to sometimes make things difficult for agents in a way that would not be possible with a very serious rival to compete against. If Zoopla can get to an almost equal footing with Rightmove then I see only benefits for agents


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