Zoopla returns to profit following advertising strategy shift

Zoopla, the UK’s second-largest property website, has returned to profitability following a strategic shift in its advertising model. The company reported a statutory profit of £20.7 million for the 2025 fiscal year, despite a slight revenue decline to £83.2 million from £84.2 million in 2024.

Under the leadership of CEO Paul Whitehead, the platform has moved away from generic programmatic advertising in favor of contextual, property-related advertising. This strategy prioritizes lead quality over sheer volume, focusing on users who track their home values. The number of homeowners tracking their property value on the platform grew by 39% in FY25 to 5.4 million, with the current figure reaching 6.4 million.

Zoopla reported that valuation leads sent to estate agents increased by 25% year-on-year by the end of the first quarter of 2026. The company also secured multi-year partnerships with major industry players, including Connells, Andrews, Taylor Wimpey, and Persimmon. Whitehead noted that the strategy is built on intent, aiming to provide measurable returns for partners by engaging homeowners before they enter the active search phase.