Insights into new homes buyers 2018 - ZPG Advantage
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Insights into new
homes buyers
2018
1
Contents
01 Overview 02 A big opportunity 07 Help women to visualise and personalise 08 Show me the dream
Justifying price and showing people how they can put their own Women tend to be put off by buying off plan, and they’re more New build developer advertising that helps people visualise
stamp on a property are the biggest hurdles for new homes concerned with build quality and the ability to put their own what life will be like living in their new home is the most
developers to overcome, but they also present clear opportunities. personal touches on the property. engaging for consumers.
03 Pre–families just want a home 04 Families want it easy 09 Property portals are key 10 ZPG leads the way
Those who are yet to start a family just want to get a place of their Families are the largest and easiest target for new homes When looking for a new build home, 75% of people use portals, Many people begin their property search looking at both
own, and they’re less fussy about what they get than those at other developers. Ease of sales process and ongoing maintenance with 57% referring to them as their first port of call. 63% of new build and resale homes. So ZPG’s multiple portals that
life stages. But there’s a perception amongst this group that new are the key benefits this time strapped group are looking for. contact with developers comes from portals, either through the cover both increases their chances of finding what they want
builds are too expensive. portal itself or by making direct contact later on with a developer and contacting a developer.
found on a portal.
05 For empty nesters, it’s all about location 06 Empty nesters are an untapped market 11 Room for developers to build preference
For empty nesters who want to downsize or release equity, While there are challenges for developers to overcome with There’s an opportunity for developers to increase brand
moving to the right place with the right community is empty nesters, the reassurance of lower running costs and awareness and consideration amongst potential buyers
most important. a new, high tech household can be very alluring for them. by understanding the needs of different target markets.
3
Key topics covered in the survey
01
Overview
Consumers were surveyed to uncover the following:
Different target Triggers and barriers Effective messages The impact of
markets for new homes and advertising different channels
Exploring what people at Understanding the pros, Analysing what the most Measuring the effectiveness
different life stages are looking cons and potential barriers of effective messages of different marketing
for from a new build home buying a new home for each and engaging styles of channels in people’s searches
life stage audience advertising are for new for new build homes
home developers
5
Consumer profile
A nationally representative consumer sample (not just ZPG customers) of 600 adults,
all of which had either bought a home in the last year or intend to do so in the next year.
Age profile (%) Property market status (%) Consumer sample (%) Property life stage (%) Available budget (%)
63 37 40
36
41 41
37
34 34
Consumer
23
22
22
25 25
51% women 49% men
6
23% are first home buyers
Pre–families
Young families
Older families
Empty nesters
Under £200k
£201k – £400k
£401k+
18–34
Purchaser
Intender
35–54
55+
North
Midlands
South
43% upsizing 22% downsizing
Survey conducted in February 2018
7
Overview
A big opportunity Pre–families just want a Families want it easy For empty nesters, it’s
• The preference for resale homes home • Families are the biggest audience all about location
vs new build properties is split • Those buyers who are yet to start for developers, and they have • 53% of those who are looking to
almost equally at 36% and 37% a family have the least preference the strongest preference for new move after their children leave
respectively, with 27% claiming for the type of home they buy. builds, making up 47% of new the family home cited moving
no preference. home buyers. to a preferred location as their
• 57% gave having their own place biggest trigger.
• The sales process and ongoing as the biggest motivation for buying • The main appeal of new
maintenance of new builds is seen a home. build homes for this group is • This group have the most
as easier, and they cost less to run. their perception of ease and requirements that are important
• More so than any other group they convenience. 34% like that they’re to them when searching for a
• But they’re also perceived as want something ready to move into easy to maintain, and 31% see the
having small rooms, being too new home, with location, the
that doesn’t require any work. sales process as simpler. neighbourhood and type of
uniform and expensive for what
you get. • Marketing messages around finance • The two key considerations of property being the top three.
appealed most to this group, with families searching for a new home • It also takes them an average
• Messages that highlight choice, 30% referencing the 5% deposit and are space and location.
quality, and ongoing cost to run of 8.3 months to find the right
23% citing help to buy schemes as property, longer than any
are seen as the most interesting, the most interesting messages. • However, size is also a concern
and the most believable. for this group; 33% believe new other group.
build properties are too small.
9
Empty nesters are an Help women visualise Show me the dream Property portals are key
untapped market and personalise • Our panel of respondents were • 75% of those surveyed used
shown different examples of property portals to search for new
• Empty nesters are currently • While women aren’t as keen on
developer advertising, ranging build properties, and saw them as
the most challenging group for buying new build properties as
from ‘unusual conceptual’ and a crucial part of the journey.
developers to engage, as their men, 35% still say they actively
‘people based lifestyle’ scenes
preference for new build prefer new build properties to • 57% used portals as their first
helping buyers to picture their
properties is lowest. resale homes, and 26% say they port of call when searching for a
own lives in a new build property,
have no preference. This shows property. This was the case across
• However, they seem to be more to more ‘property feature and
that a significant proportion all groups; the majority of empty
aware of the benefits of new builds facility’ focused executions.
of women are still open to the nesters, families and pre–families
than the other groups; over half of possibility of buying new builds. • The advert most liked, with all started their home buying
them perceive new build properties
36% citing it as their favourite, journey on portals.
as easy to maintain, with almost as • Generally, they’re more attracted
focused on people rather
many recognising the ease of sale to messages about the quality of • 63% of those that get in touch with
than buildings, helping people
and lower running costs. the build and being shown ways to new home developers do so first
visualise themselves in their
personalise their new home. via a portal, whether it’s through
• Given they’re most likely to engage new homes and playing to their
lifestyle aspirations. the portal itself or by getting
with messages around structural • The ability to visualise is key for
directly in touch with a developer
guarantees and energy efficiency, women. They’re less keen to buy
• The adverts which showed off that they found on one.
focusing on these areas could help off plan, as they prefer to see
the properties’ features were
developers tap into this audience. exactly what they’re buying and • Portals also have the most positive
also quite effective, because
start to plan how they’ll put their impact on home buyers’ interest in
• They’re also far less interested in they helped people to picture
own touches on the place through a property.
financial messages around schemes what life would be like there.
colours and finishes.
and deposits than the other groups.
11
ZPG leading the way
• The majority of people both
researched new homes and
found the home they ended up
buying on one of ZPG’s property
portals; Zoopla, PrimeLocation
Room for developers to
build preference
• 42% of buyers have no
preference for a developer
brand when searching for a
02
A big opportunity
new build home as there are
or SmartNewHomes.
other factors that are seen
• 27% of those getting in touch as being more important.
with new homes developers
• When shown a list of new build
did so through Zoopla, slightly
developers, few buyers said they
more than Rightmove’s 25%.
would consider looking at any of
Again, this is a combination of
them in particular. The property
both through the portal itself,
was of greater preference than
or contacting a developer found
the developer.
on a portal directly later on.
• Based on the research results, it
• 90% of people referenced
seems that targeting appropriate
Zoopla’s array of online tools as
messages to the different types
being helpful to their property
of buyers is the best way for
research and search journey.
developers to create preference
• Those using Zoopla are more for their properties and brand.
likely to contact the new build
developers than users of any
other portal.
13
Consumer preference towards new builds compared to resale New builds are seen as easy and as costing less to run
homes is split However, there’s a perception that they have small rooms, they’re too uniform
and they’re expensive for what you get.
Almost exactly the same amount of people prefer new builds as existing homes,
whilst a significant proportion show no preference.
New build advantages (%) New build disadvantages (%)
37 The sales process is much easier 37 The rooms tend to be too small
36% 36 They’re easy to maintain 37 They’re too uniform and samey
prefer resale 32 They tend to cost less to run 35 They’re expensive for what you get
properties
37% 30 You can choose your own colours and finishes 27 Often not well built / built to a high quality spec
prefer new build 28 Latest technology and modern features 21 The locations they tend to be built don’t suit me
26 Their look and style tends to be very attractive 19 Size and number of bedrooms aren’t suitable
Home type
preference
26 More eco–friendly than a resale home
22 They tend to have a good layout
VS 18 Their look and style doesn’t appeal to me
17 Can’t see the final home as you have to buy off plan
20 They’re really well built / built to a high quality spec 16 I’ve heard bad press about new homes
19 They’re often built in desirable areas 14 They’re really difficult to get as they go so quickly
18 The room sizes suit my needs 14 They’re often a bit isolated with no facilities nearby
17 They’re a really good price for what you get 13 There are all sorts of legal catches in the contracts
17 There are great schemes to help you buy them 11 The process is a hassle
15 Range of sizes and number of bedrooms 11 I don’t like the layout of the homes
27% had / have no preference
either way
13 They have good facilities very nearby 08 Takes too long between buying and moving in
Q7. Which of the following statements best describes how you feel / felt about buying a new build home compared to an existing home? Q8. Which, if any, of the statements below are the most important advantages of a new build home to you personally?
Base: 600 Q9. And which, if any, of the statements below are the main things that put you off buying a new build home? 15
Base: 600
People are generally most engaged with messages about
choice, quality and ongoing costs
Marketing messages that focus on these areas were seen as not only the most
interesting, but also as the most believable. 03
Pre–families just
want a home
Interesting and believable Interesting but less believable
Comes with a 10 year structural guarantee Built to the highest quality and stringent industry standards
All features / appliances are brand new
The home is immaculate and ready to move into
60% more energy efficient than resale homes
All colours and finishes are chosen to suit your taste
Not universally interesting but believable Not universally interesting and less believable
15% interest free government loan available Carefully sourced materials for minimum environmental impact
Help to buy scheme available Built by skilled crafts people
Only a 5% deposit needed Part exchange your current property
Your own customer services manager
Assistance in sale of current home
New community and facilities built around you
Q10a. Here are some messages new home developers could say about new build homes. For each one please tell us how interesting and motivating it would be for you personally.
Q10b. And for each of the messages, how believable would you find them, if they came from new home developers?
17
Those searching for a home who are yet to start a family The main motivation for pre-family buyers is simply to
were the least likely to mind what sort of home they buy have their own place
However, 34% of this group still showed a preference for new build homes. They’re more likely to be first time buyers than the other groups, so their main
concern is getting onto the property ladder.
Home type preference%) What they’re looking for (%)
Don’t mind Resale property Recent new build, but has previously been owned New build property Pre–families Families Empty nesters
Move to a bigger home 35 63 11
Pre–families 43 23 16 18 Move to a different location 23 33 53
Have my own place 57 22 10
Move to a nicer area 20 26 16
Get on the property ladder 43 17 4
Families 32 25 14 29
Move to a smaller home 6 10 37
Get a particular feature 16 16 11
Have a change 13 14 10
Empty nesters 35 44 9 12
Release some money 6 14 16
Move closer to good schools 3 17 1
Q4 What would be your ideal property within your price range / was the ideal? Q1. Which of these describe why you want(ed) to move home?
Base: 86 286 134 Base: 86 286 137 19Pre–families are also more concerned about buying They’re most interested in messages that show how they
something that’s ready to move into than the other groups can be helped onto the property ladder
Again, due to a large proportion of them being first time buyers, the possibility of Money saving methods, like low deposits, help to buy schemes and cheaper running
saving money on things like decorating is appealing. costs are most likely to grab their attention.
What’s important (%) Message interest in order of importance (%)
Pre–families Families Empty nesters Pre–families Families Empty nesters
Comes with a 10 year structural guarantee 28 38 39
Location of the property 74 64 85 The home is new, immaculate and ready to move into 30 38 34
Number of bedrooms 59 62 62 60% more energy efficient than an existing home 31 35 37
Size of the rooms 48 56 51 All colours and finishes are chosen to suit your taste 26 37 28
Neighbourhood / people in the area 45 49 67 Built to the highest quality and stringent industry standards 21 34 32
Size of the property overall 52 47 55 Built by skilled crafts people 17 27 24
Garden / garage / other features 37 51 51 Only a 5% deposit needed 30 29 10
Type of property 50 40 60 Carefully sourced materials for minimum environmental impact 17 26 20
Overall look of the property 52 38 57 15% interest free government loan available 19 30 11
Ready and needs nothing doing 35 25 30 Assistance in the sale of your current home 17 28 19
Property I can work on and customise 27 24 28 Part exchange your current property 10 28 17
Low outgoings 29 24 25 Your own customer services manager 13 28 13
Has a help to buy scheme 23 26 4
A new community and new facilities will be built around you 12 20 5
Q2a. Which, if any, of the following are / were important to you, when looking for a property within your price range? Q10a. Here are some messages new home developers could say about new build homes. For each one please tell us how interesting and motivating it would be for you personally.
Base: 86 286 134 21Families buy the most new build properties
04
Families want
They have a stronger disposition for new builds than any other group in the market.
Pre–families
Home type preference (%)
Families Empty nesters
it easy
51 49
37
33
29 30 27
22 22
Prefer new build No preference Prefer resale
Q7. Which of the following statements best describes how you feel / felt about buying a new build home compared to an existing home?
Base: 86 286 134
23They like that new builds are easier to maintain and Their main motivation is getting a bigger home
the sales process is easier in a desirable area
This is likely to be because they’re busy and have a lot of responsibilities Unsurprisingly, this includes being close to good schools.
to manage, so convenience is key.
Advantages of new homes (%) What they’re looking for (%)
They’re easy to maintain 34
To move to a bigger home 63
The sales process is much easier 31
To move to a different location 33
You can choose your own colours and finishes 29
To have my own place 22
Look and style tends to be very attractive 28
To move to a nicer area 26
More eco–friendly than a resale home 28
To get on the property ladder 17
They tend to cost less to run 26
To move to a smaller home 10
Latest technology and most modern features 23
To get a particular feature 16
They tend to have a good layout 23
To have a change 14
They’re often built in desirable areas 22
To release some money 14
They’re really well built / built to a high quality spec 21
To move closer to good schools 17
They’re a really good price for what you get 21
The room sizes suit my needs 20
There are great schemes to help you buy them 19
Range of sizes and number of bedrooms 15
They have good facilities very nearby 15
Q8. Which, if any, of the statements below are the most important advantages of a new build home to you personally? Q9. And which, if any, of the statements below are the main things that put you off buying a new build home?
Base: 286 Base: Families 286
25They respond better to messages about loans and ease
than other groups
But they’re significantly less interested in the quality of the build and the skill
of the builders.
Message interest in order of importance (%)
05
For empty
Pre–families Families Empty nesters
nesters, it’s all
Comes with a 10 year structural guarantee
The home is new, immaculate and ready to move into
28
30
38
38
39
34 about location
60% more energy efficient than an existing home 31 35 37
All colours and finishes are chosen to suit your taste 26 37 28
Built to the highest quality and stringent industry standards 21 34 32
Built by skilled crafts people 17 27 24
Only a 5% deposit needed 30 29 10
Carefully sourced materials for minimum environmental impact 17 26 20
15% interest free government loan available 19 30 11
Assistance in the sale of your current home 17 28 19
Part exchange your current property 10 28 17
Your own customer services manager 13 28 13
Has a help to buy scheme 23 26 4
A new community and facilities will be built around you 12 20 5
Q10a. Here are some messages new home developers could say about new build homes. For each one please tell us how interesting and motivating it would be for you personally.
Base: 86 286 134 27For those looking for a new home after their children move Empty nesters have the longest list of things to get right,
out, it’s all about finding a smaller property in a good location including location, neighbourhood and property type
Unsurprisingly, the need to get onto the property ladder and have their own place They therefore take an average of 8 months to find a suitable property,
aren’t of great concern for this group. longer than any other group.
What they’re looking for (%) What was important (%)
Pre–families Families Empty nesters Pre–families Families Empty nesters
Location of the property 74 64 85
To move to a bigger home 35 63 11
Number of bedrooms 59 62 62
To move to a different location 23 33 53
Size of the rooms 48 56 51
To have my own place 57 22 10
Neighbourhood / people in the area 45 49 67
To move to a nicer area 20 26 16
Size of the property overall 52 47 55
To get on the property ladder 43 17 4
Garden / garage / other features 37 51 51
To move to a smaller home 6 10 37
The type of property 50 40 60
To get a particular feature 16 16 11
The overall look of the property 52 38 57
To have a change 13 14 10
Ready and needs nothing doing 35 25 30
To release some money 6 14 16
Property I can do work to and customise 27 24 28
Move closer to good schools 3 17 1
It has low outgoings 29 24 25
5 months
On average for pre-families
7months
On average for families
8 months
On average for empty nesters
to find a property to find a property to find a property
Q1. Which of these describe why you want(ed) to move home? Q2a. Which, if any, of the following are / were important to you, when looking for a property within your price range?
Base: 86 286 137 29Empty nesters currently have the lowest disposition
06
Empty nesters
towards new homes
Almost half of them currently express a preference for resale properties,
making them a tricky target but also one with great opportunity.
Home type preference (%)
are an untapped Pre–families Families Empty nesters
market Prefer new build No preference Prefer resale
29 33 37
51 22 27
22 30 49
Q7. Which of the following statements best describes how you feel / felt about buying a new build home compared to an existing home?
Base: 86 286 134
31However, they also see the advantages of new build Empty nesters are most interested in messages about
properties more than the other groups guarantees and energy efficiency
They’re well aware of the ease of buying, running and eco–friendliness of new homes. Marketing messages that focus on these areas may help developers tap into this
relatively disengaged demographic.
Advantages of a new build home (%) Message of highest interest (%)
Pre–families Families Empty nesters Pre–families Families Empty nesters
The sales process is much easier 33 31 49
Comes with a 10 year structural guarantee 28 38 39
They’re easy to maintain 16 34 51
The home is new, immaculate and ready to move into 30 38 34
They tend to cost less to run 21 26 48
60% more energy efficient than an existing home 31 35 37
You can choose your own colours and finishes 29 29 32
All colours and finishes are chosen to suit your taste 26 37 28
Latest technology and modern features 27 23 37
Built to the highest quality and stringent industry standards 21 34 32
Their look and style tends to be very attractive 31 28 22
Built by skilled crafts people 17 27 24
More eco–friendly than a resale home 19 28 33
Only a 5% deposit needed 30 29 10
They tend to have a good layout 26 23 16
Carefully sourced materials for minimum environmental impact 17 26 20
They’re really well built / built to a high quality spec 19 21 18
15% interest free government loan available 19 30 11
They’re often built in desirable areas 20 22 10
Assistance in the sale of your current home 17 28 19
The room sizes suit my needs 19 20 12
Part exchange your current property 10 28 17
They’re a really good price for what you get 15 21 13
Your own customer services manager 13 28 13
There are great schemes to help you buy them 24 19 9
Has a help to buy scheme 23 26 4
Range of sizes and number of bedrooms 19 15 12
A new community and facilities will be built around you 12 20 5
They have good facilities very nearby 10 15 11
Q8. Which statements are the most important advantages of a new build home to you personally?
Q10a.Here are some messages new home developers could say about new build homes. For each one please tell us how interesting and motivating it would be for you personally.
Base: 86 286 134
Base: 86 286 134
33New builds tend to appeal to women less than men
07
Help women
However, 26% of women claimed to have no preference either way,
so a significant proportion are still open to the idea of new builds.
Property type preference (%)
visualise and Preferred new build Had / have no preference either way Preferred existing Don’t know
personalise Female 35 26 36 3
Male 40 22 36 2
Base: Men 292 Women 308
35Women are put off by having to buy off plan The ability to personalise their new home is important
They like to be able to see what they’re buying, and be reassured that to women
they’re getting quality and value for money.
They’re likely to be attracted by messages that highlight ways they can put
their own stamp on a property.
Disadvantages of a new build home (%)
Female Male
Can’t see final home as 21
have to buy off plan 13
Most important message about a new build home (%)
10 Female Male
Legal catches in the contracts
16
37
39 All colours and finishes can be chosen
Expensive for what you get 28
31
29
31 Only 5% deposit needed
Not well built 20
23
27
Built with carefully sourced materials
18
Advantages of a new build home (%)
Female Male
You can choose your own 34
colours and finishes 25
27
Cost less to run
37
Base: Men 292 Women 308
Base: Men 292 Women 308
37People were shown real new homes adverts – those
08
Show me the dream
focusing on people and lifestyle were most liked
People want to visualise being in their new homes and picture the aspirational
lifestyle they could have there.
14%
Least liked Life
st y
le
fo
35%
cu
d
se
da
Liked most
da
use
d
by 35+
l foc
C o n ce p t u a
Advert liked most
25%
Liked most by
those whose ideal
is a new build
P ro p e r t y f o c u s e d
ad 26% Liked most
by 18-34s
Q25.Which of these adverts do you like the most?
Base: Total sample, 600
39Ads depicting aspirational lifestyles were seen Ads highlighting the development’s specific facilities were
as most appealing also seen as appealing
By allowing people to focus on the perceived benefits of life in a new home, Again, they helped depict what living there would be like, allowing people to imagine
the advert drew attention away from statements around price. themselves in the home.
Why people picked the advert (%)
“Presents the most realistic images of
what I would like to see in a new property. “I have a child so
Showed people enjoying their home 42 They also offer information on the nearest
“Shows a the extra facilities
It looked aspirational 36 facilities to the property eg train stations, shown on the
park in the
which is an important factor to me.” advert piqued my
Simple and easy to understand 31 neighbourhood
and for parents interest.”
Showed the location 24
that is enticing.”
It felt relevant to me 24
Uncluttered design 20
Showed the sort of home I am looking for 14 “Clear picture
“The images are really striking
of the buildings
It talked about ways of making it affordable 12 and I can relate to the people
and information
featured in the advert. I like
It showed / mentioned all the facilities it has 12 that invites further
the amount of information
enquiries.”
Gave the prices of the homes 7 included in this advert, it’s
“The focus is on the home “Shows the
useful but not overwhelming.”
and the area but also gets property and isn’t
across the lifestyle it offers.” claiming to only
have a few left.”
“The advert adds a personal touch.
“Shows the potential Seeing humans enjoying themselves, “It shows a community connection.”
lifestyle you could have.” rather than just a building.”
Q26. Why did you pick that one? Q27. What made that advert better than the others? Q26. Why did you pick that one?
Base: Those choosing advert 1, 213 Base: Those choosing advert 2, 153
41Simplicity in the adverts helped clearly depict the look of the Conceptual adverts were the least liked, but their honesty,
developments, which worked well simplicity and originality were appreciated
Ads having a clean, modern and futuristic feel were also seen as appealing. Doing something different can help you stand out. As long as your key messages are
clearly conveyed, getting creative may not be a bad thing, if done well.
“It has clear details and information
about the new properties. I can “You can “Easy to get the
see straight away most of the see what the message, not too
information on bullet points and it apartments wordy and gives
look like and see “Clear layout and the affordable
would make me want to call up to
people living the bullet pointed “I like how options.”
view some of the properties.”
in one.” information is it shows a price and
easy to read. Not what you get for that
too cluttered.” price. It’s straight to
the point and clear
to see what the “Quirky and
advert is for.” different and makes
you read it.”
“Look
futuristic.”
“Like the
graphics – very “Seems modern, clean and
gives a good impression “It’s different
continental.“
of the final look of the and precise, not
“Nice modern development.” “Cute.” cluttered.”
buildings.”
Q26. Why did you pick that one? Q26. Why did you pick that one?
Base: Those choosing advert 3, 149 Base: Those choosing advert 4, 85
43Based on responses to the adverts, there emerged some key
considerations for advertising
1 2 3 4
09
Property portals
Show the dream Keep it simple Be honest Avoid jargon are key
What it will be like Keep copy succinct People saw ‘last ‘Cheesy exaggeration’
living there and the layout easy chance’ statements that makes your ad
to navigate as insincere seem contrived
5 6 7 8
Help people Highlight the Provide enough
visualise end point information Show the people
What the final A greater home, rather To pique interest, don’t The community that
development will than focusing on the include too much detail it’s designed for
look like process
45Portals are a crucial part of the property search journey 57% of people used a property portal as their first port of call
Three quarters of those looking for new build homes said they used property portals when searching for a property
during their search.
The majority of home hunters look on a portal in the beginning.
All information sources when looking for a property (%) 2% 1% 1% 1% 1%
New builds Resale homes 3%
4%
Property portals
Property portals 75 82 5% New build developers’ websites
Local estate agents on the high street 42 50
Local estate agents on the high street
Local estate agents’ websites 37 46
Local estate agents’ websites
New build developers’ websites 52 7% A general Google search
A general Google search 23 29
Local newspapers
Local newspapers 32 25 First place searched (%)
Leaflets from estate agents that came through the door
Looking around a potential new build property / show home 21
Looking around a potential new build property / show home
Brochures from new home developers 18
Leaflets from new build developers that came through the door
Leaflets from estate agents that came through the door 17 10 9% Talking directly with new build developers
Talking directly with new build developers 15
Brochures from new home developers
Leaflets from new build developers that came through the door 12
Other
9% 57%
Q11. What was your first port of call when you started looking for a property? + Q12. And where else did you look / are you looking for properties? Q11. What was your first port of call when you started looking for a property?
Base: Those looking for each type of property 253 462 Base: Total sample 600
47Portals were shown to be the preferred first 64% of those getting in touch with new home developers do
point of reference so via a property portal
This was the case across the board; the majority of pre–families, families and empty Whether it’s through the portal itself, or by getting directly in touch with a developer that
nesters all started their home buying journeys on portals. they found on one, most people first find the developers they contact on portals.
First port of call when looking for a property Channel of first contact with new home developer (%)
Property portals New build developers Local estate agents
Google search Local newspapers Other I was on Zoopla, I saw them and made an enquiry through Zoopla 24
I was on Rightmove, I saw them and made an enquiry through Rightmove 22
I was on another property portal, saw them and made an enquiry through that portal 9
Average 57 14 19 5 4 1 64%
I saw them on Zoopla, and got in touch with them afterwards 3
North 52 11 24 6 4 1
I saw them on Rightmove, and got in touch with them afterwards 3
Midlands 64 12 14 6 4 1
I saw them on another property portal, and got in touch with them afterwards 3
South 57 17 18 5 4
The new build developer came up in a Google search and I clicked on their site 8
Pre–families 62 11 14 8 3
I saw direct marketing (email, direct mail, leaflet) from them and then got in touch 6
Families 49 20 19 5 7
I saw development / signage for development as I was passing and got in touch 13
Empty nesters 64 5 20 6 2 2
Friends and family told me about them and then I got in touch 4
New build 50 29 16 5 1
An estate agent told me about them and then I got in touch 1
Resale home 64 17 13 6 1
I had already heard of them, so got in touch directly to see what they had 3
Q11. What was your first port of call when you started looking for a property? Q22. Which of the following best describes how you first got in touch with (developer name)? Base: Those contacting any developers 220
Base: 600 292 308 203 245 152 206 151 243 496 104 86 224 134 253 462
49Portals also have the most positive impact on a person’s
interest in a property
However, a combined and integrated approach to marketing is important
for building interest
Impact of touchpoints on interests in a property (%)
10
ZPG leading
the way
Portals (average) 58
Looking around a potential new build / show home 55
Estate agents’ websites 50
Estate agents on the high street 49
New build developers’ websites 45
Brochures from new home developers 43
Talking to new build developers 42
Leaflets from new build developers that came through the door 40
Leaflets from estate agents that came through the door 38
Local newspapers 35
Q16: For each of these, how much of a positive impact did they have on your interest in a particular property(ies)?
Base: Sources used (top to bottom) 463 93 256 268 168 188 76 53 35 65 159 51ZPG’s combined portal approach comes out on top for those Zoopla is best known for having useful tools to help with
searching for new homes the property search
Having portals that advertise all types of homes, combined with a specialist portal Onsite tools to help consumers find, move and manage their properties are
just for new builds, mirrors how consumers are searching in the market. resonating well with Zoopla’s users.
Property portals used (%) Portal features among main users of each site (%)
Researching new homes Found new home they eventually bought Main portal users Zoopla Main portal users Rightmove
90
64 Lots of useful tools to help with your property search
ZPG net (Zoopla, SmartNewHomes, PrimeLocation) 78
47
58
53 Has a good range of new build homes
Rightmove 53
36
67
24 Helps you find homes you may not have considered
OnTheMarket 65
17
10
NewHomesForSale
22
14
None of these
24
Q15. Which of these portals did you...? Q18. As far as you know, which of the property portals...?
Base: All who bought a new home and used a property portal 58 Base: Main portal users of each site 112 300 5342% of those searching for a new build home have no
11
Room for
preference for a developer – the property is the focus
Although awareness of the larger developers is relatively high, in comparison those
that said they’d actually consider using them was low.
New home developers breakdown
developers to Could name a developer Had no preference Have contact no one
build preference 80%
61%
42%
Q19. Which of these new home builders / developers have you heard of? Q20. If you were thinking of buying a new home, which of these new home builders / developers would you consider looking at?
Q21a. During the process of buying a property, did / have you been in touch, in any way at all, with any of these new home builders / developers? 55
Base: Total sample 600, Those aware of any developers 558advantage.zpg.co.uk
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