Zoopla brand awareness overtakes Rightmove

Zoopla claims that its brand awareness has now overtaken Rightmove, making it the top property portal in the UK, in terms of customer familiarity.

Research, conducted by Harris Interactive and questioning over 1,000 adults across the UK, found that where consumers are asked if they recognise certain brands, Zoopla has now taken the top spot amongst UK property portals with national brand awareness of 87 per cent versus 83 per cent for Rightmove.

In terms of spontaneous brand awareness, where consumers are asked which property websites they can name, Zoopla also came out on top at 45 per cent versus 40 per cent for Rightmove and 4 per cent for Onthemarket.

The figures should perhaps be taken with a pinch of salt, brand awareness has never been more important for online property sites, as consumers increasingly turn to the web to hunt for their new home. Indeed, the research also found that usage of property portals in the UK is at an all-time high with almost half the population (47 per cent) having used a property search website in the last 12 months. And 62 per cent of those questioned claimed that the portals an agent advertises on would factor into their selection of an agent when selling or letting their home, up from 53 per cent earlier this year.

When asked which property search websites they had ever used, Rightmove remains ahead on 50 per cent versus 46 per cent for Zoopla and 6 per cent for Onthemarket. But Zoopla’s latest advertising campaign is clearly working with 43 per cent of those questioned having seen a Zoopla ad recently versus 30 per cent for Rightmove and 6 per cent for Onthemarket.

The site’s growing profile follows its expanding presence within the real estate world, with Zoopa having recently acquired price comparison site uSwitch.

Lawrence Hall of ZPG says consumers “increasingly recognise that we are the most useful resource when looking to move home”, reporting “record levels” of interest from buyers and instructions from agents. which is resulting in record levels of enquiries from buyers and instructions from agents.