British real estate portal Zoopla reports that leads to agents from its app have increased by 58% year-on-year, downloads of the app are up by 13% and the subsequent increase in potential buyers and sellers has driven a 104% increase in its marketing database in the last 12 months.

Further investment to improve its app has driven the increase in sales leads to agents via, according to Zoopla, which has led to a seven-time increase in the amount of consumers responding to engagement enquiries and a 30% rise in valuation leads.

In an update of the progress of its ‘My Home’ hub, launched in April, Zoopla said its website now tracks 10% of the total U.K. housing stock as a result of the marketing initiative.

Part of this product launch included ‘In Search Ads’ which match the look and feel of listings and are presented to highly engaged users on the most visited pages of Zoopla’s platform. Since its launch six weeks ago, Zoopla said over 140 branches have bought the product, delivering 6.4 million In-Search ad impressions. Zoopla claims the average click-through rate of the product has increased quickly, doubling in six weeks to more than eight times that of similar products.

‘My Home’ also shows ‘similar properties for sale’ which lets consumers view similar properties to their own currently listed for sale on Zoopla.

Further Zoopla data claims that home hunters are 37% more likely to contact an estate agent as a result of a search on the new results page and that the likelihood of users sending a lead direct from a listings page has risen by 22%.

In a separate update Zoopla said almost 200 agents have joined its Product Research Panel, launched in January, which aims to ensure that agent feedback is integrated into future innovations. Feedback from the group has led to improvements to Zoopla’s Valuation Booster and some of the panel also contributed to testing ‘In-Search’ ads before they were launched. Zoopla said there has been strong support from agents for this initiative.

“I’m delighted with the progress we have made delivering more value and innovation to our customers and with plenty more to come in the second half of the year,” said Zoopla CCO Andy Marshall.

“Our focus now is pushing ahead to ensure our customers are best equipped to make the most of the record demand.”

Finally, Zoopla has announced the appointment of Sam Fletcher (LinkedIn profile) to become executive director. She will be responsible for all of Zoopla’s finance function, including commercial finance. Fletcher has been working for Zoopla in an interim capacity in charge of its operational and group finance teams. She was previously CFO at AFerry.

“I’m delighted to be joining the talented team at Zoopla at such a pivotal time in the UK property market,” Fletcher said.

“Zoopla is uniquely positioned to grow with its leading portal and software services combined with industry-leading data.

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