Zoopla, the UK’s second-largest property portal, has cashed in on Brits’ house envy as it pivots towards serving existing homeowners who want to snoop on the value of other people’s homes.
New chief executive Paul Whitehead has pushed the property site away from an emphasis on transactions, instead hoping to woo homeowners who use the site more frequently for a range of financial services.
As part of the group’s reinvention as a property valuation portal rather than a housemoving site, it has kicked off a new advertising campaign intended to appeal to the home envy of existing owners.
One advert, on the Elizabeth Line bound to Oxfordshire, reads: “Want to know the value of your home? …and your boss’s second home in the Cotswolds?”
Whitehead, who joined the firm from used-car website Cazoo last year, told : “Our marketing approach this year has been predominantly around valuation.
“We’ve been doing that on a hyper local level, postcode by postcode. You pull customers in with a valuation message that then becomes an ongoing relationship.
“And then you build the brand trust over time with consumers, and then they’re going to come to you when it comes to thinking about a move. That one creative example, and we have many more, is about hooking in consumers.”
Zoopla says its new approach is behind its return to profit. The privately-owned firm posted a £13.3m pre-tax profit in 2025, having fallen to a £5.2m loss in the previous year, owing to a near-£20m write-down of Yourkeys, the estate agent it bought in 2021.
The number of homeowners using Zoopla grew by 39 per cent to 5.4m in 2025, and has jumped by another 1m since then. The group’s revenue slipped by one per cent to £83.2m.
Homebuyers ‘have become more resililent’
Zoopla’s profitability, while on the rise, remains a fraction of that of its rival, Rightmove, which posted a £290m pre-tax profit in 2025. Zoopla’s rival grew its revenue by nine per cent to £425m in the period.
Whitehead said: “We’re taking a different approach [to Rightmove]. The traditional portal approach […] has been monetising the activity that happens and the huge volumes of traffic that you have.
“We’re much more focussed on driving lead quality, driving data insights, driving return on investment to the partners that work with us across a broad spectrum.”
Seven in ten consumers mention Zoopla before its competitors when asked to name a home valuation portal, the group said.
Zoopla works with a number of estate agents and housebuilders, including Connells, Taylor Wimpey and Persimmon. It delivered 25 per cent more valuation data to its partners in the first quarter of this year.
“I think UK consumers have become more resilient. I certainly don’t see huge, volatile swings in terms of numbers and traffic [on the platform],” he said.
The property portal was bought by Silver Lake Partners for £2.2bn in 2018. The American private equity firm also holds a stake in the owner of Manchester City.