Zoopla says its registered homeowner audience has passed 6.4 million after growing by more than a third over the past year, Property Industry Eye reported on 4 November 2026. The portal also says one in three homes listed for sale last year had already been tracked by a homeowner using its services.
The announcement concerns the period before a property is formally marketed. It suggests that owners using online tools may be researching a possible move well before requesting a valuation. Tracking a home, however, does not establish a decision to sell or a date when an instruction will become available.
Read conversion claims carefully
According to the report, Zoopla claims leads from this audience convert to instructions at 43%, twice the rate of its regular valuation leads. Property Industry Eye notes that the portal has not disclosed the number of leads or a detailed calculation behind the comparison.
Those omissions matter when assessing a commercial proposal. A percentage needs a clear denominator, a defined period and an explanation of which leads count. It should not be treated as a prediction of what a particular agency will achieve in its own area.
Questions before buying leads
An agency comparing a package can ask how a lead is defined, how recently interest was expressed and whether the same opportunity is supplied to other firms. Ask how an instruction is attributed when a homeowner already knows the agency or later contacts it through another route.
Measure the complete process in the agency’s own records. Follow enquiries through contact, appointment and instruction, including the time spent on those that do not progress. Comparing only the number of names received leaves important costs and outcomes out of the assessment.
For homeowners
Online estimates and local market information can help frame questions, but they do not replace checking comparable properties and discussing the actual home. Before submitting details, read what the service says will happen to the enquiry and who may contact you.
The announcement is evidence of Zoopla’s stated audience and commercial claims. It does not independently establish a return on an agency’s subscription or the value of an individual property.
Source: Property Industry Eye, One in three homes listed for sale tracked on Zoopla before hitting market, 4 November 2026.