Their points of difference, however strongly stated, barely exist, Zoopla’s main trick and marketing push of “Smart knows what the neighbours paid” – while clever - is not unique to Zoopla; this information is widely available, not just on Rightmove. Then there is the ‘exclusive’ Zoopla estimate of your home’s value – using a “secret formula” to calculate a guide price of a home “analysing millions of data points relating to property sales and home features UK wide”. Well, without a home visit chances are the property should be at a similar price to a similar home on the same street recently, no? And maybe if that was a couple of years ago factor in the house price growth in that geographical location. Exactly how secret is this formula? In fact “UK wide” data points have very little bearing on your home price – how does the sale of a 3 bed property in Glasgow have any bearing on the guide price for your home in Ealing?
Fair enough, I suppose it’s natural for a company to believe they are unique in their service offering and make bold claims. Part of the reason there is some negative feeling toward Zoopla can be in part traced to their price increases for estate agents during the financial crisis and economic downturn. Another slight negative is the user experience can suffer due to the huge amount of advertising on their website.
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