6. How the property search is changing with Alex Rose, Director of Corporate Agency and New Homes at Zoopla

Antler New Homes Podcast

At the helm of Zoopla’s New Homes division is tech savvy Alex Rose. With over 15 years of experience in the new homes sector, Alex brings a wealth of knowledge and a keen understanding of both the marketing and the selling of new homes.

In this episode, Alex shares his views on

• How the property search journey has changed
• Using buyer data to help housebuilders target the right buyers
• Where opportunities lie for housebuilders and the market
• The importance of strong relationships between housebuilders and portals
• Using technology to help reduce the burden on sales teams
• Building smarter search

And much more!

“To find that one buyer for that one property doesn't just start when you get to first fix and you go “right now we've got to sell the thing, let's go and find the buyer.” You've actually got to take it right back to the inception of the home, when you're buying the piece of land. What is our market? What does the data tell us about where these buyers are going to come from? So we should be identifying those buyers almost 2 to 3 years ahead of time, building that persona, building the right product for those buyers. And then you've got that marketing plan ready to go when it comes to it rather than sort of a ‘build it and they will come’ and then you're scrambling around trying to find a product fit almost after you've built the product.”

“There's definitely a demand for data and insight. We've got to use that data and keep working it harder. We've got to educate, and it's a journey we go on together with the builder and portal together. Bring us in much sooner into those land buying decisions, use that data from the outset.”

Another great episode - enjoy!