Data is everywhere. And there’s more of it than ever before. With so much around, how do you decide what’s important, and how to use it to benefit your business?

In a challenging market, knowing what your customers want has never been more important. Property professionals now have access to huge amounts of information about the housing market. And this data can be used to give you a clear picture of what your customers are looking for – helping you to meet their needs.

Using data, you can now easily find out the desirability of an area, its demographics, estimated property valuations, and more. You can even find out key information about your consumers, like their location and interests. When used properly, this information can help inform important business decisions.

Jeremy Snyman, Zoopla’s Data and Analytics Director, covers four key points for using data to improve your business’s performance.

Here are Jeremy’s four top data tips:

1. Analyse data for insights into customer needs

Use tools like Google Analytics, and look at the demographics of your website traffic and what your site visitors are searching for on your site. For instance, if they’re searching ‘4 bed detached house’ you might want to ensure you have a variety of 4 bed properties available.

2. Use data to help build trust

We might be living in a digital age, but for the majority of consumers, the experience, expertise and personal touch that agents offer is still considered vital. Improve your customer relationships and build trust, by using data to help your customers. Finding out key information, like crime rates and the rate of property price increases, for the area your customers are looking to buy in, will help them feel more reassured.

3. Hone your message and be relevant to customers

Gone are the days of blindly throwing money at marketing and hoping you generate leads. Now you can target your customers, with exactly the right message, and at the right time. Use tools like Google Adwords and AdReach to target your potential customers, using data around their age, location, interests and past interactions with your brand.

4. Adopt the tools your business needs

With the increase in data, we’ve also seen an increase in the amount of PropTech products on the market. The journey into offering more digital services needn’t be an overwhelming leap. It can be taken in smaller, more considered steps, one at a time towards an overall goal. Make sure you pick the products that are most relevant to you and your business needs.

PropTech tools enhance the relationship between agents and consumers – they don’t replace them. It’s important to bear this in mind when deciding what tools and data are right for your agency, and ensuring they work together, to provide relevant insights that can be used to improve the performance of your agency.

At Zoopla we bring together data and technology in one place to help agents navigate the fast moving world of PropTech. Whether that’s using our digital marketing services to help you target the right customers or our data services to help you get a better understanding of the wider market. All brought together by the native integrations in our property software and PropTech offerings.