ZPG has announced “clear guidelines” in an effort to rid its portals of private vendors and landlord aggregators.
The Group’s new advertising criteria make it quite apparent that it will only accept listings from businesses that are operating as bona-fide estate or letting agents, offering a full range of agency services.
The new guidelines will require businesses that advertise on ZPG websites to:
- operate as an estate or letting agent, not a pure aggregator
- prepare property details on behalf of the vendor or landlord
- handle enquiries directly with no call forwarding to principal
- act as intermediary between the parties during transaction
- not provide a ‘listing only’ service as a back door to portals
The “small number” of advertisers on ZPG that do not meet the new guidelines will be given until the end of the year to conform, or they’ll be removed from the platform.
ZPG is also is the process of clamping down on agents who do not conform to its terms and conditions with regard to updating the status of listings in a timely manner. The single biggest complaint from users of its websites is in relation to listings being advertised but no longer available. ZPG has established a dedicated compliance team whose sole responsibility is to check listing quality and validity and remove agents advertising ‘ghost’ and/or ‘expired’ listings.
Alex Chesterman, Founder & CEO of Zoopla Property Group: “Our aim is to provide a high quality service to the users of our websites in terms of both content and experience. We believe that can currently only be achieved through professional agents preparing listing details and intermediating consumer enquiries. We will not accept listings from private vendors or landlords or pure aggregators of either.”