How to Optimise Your Rightmove and Zoopla Listings to Get More Enquiries and Viewings

Most property listings on Rightmove and Zoopla look virtually identical — a handful of photos, a brief generic description, and a floor plan. The portals algorithmically reward listings that generate engagement, which means poorly optimised entries get progressively buried in search results.

• Listings receive few views because the lead photo is not compelling enough to earn a click when displayed in search results.
• Generic descriptions using phrases like spacious living room or must be seen fail to communicate value or create any sense of urgency.
• Key selling points — location benefits, recent improvements, unique property features — are buried in the middle or omitted entirely.
• There is no strategy for refreshing underperforming listings to recover visibility after the initial launch period.

1. Lead with your strongest photo: The cover image determines click-through rate from search results. Use a professional shot of the most attractive exterior or main living space — never a utility room, bathroom, or cluttered space.
2. Write a benefit-led headline: Instead of 3-bed semi-detached, write 3-bed family home with south-facing garden, 0.3 miles from outstanding Ofsted-rated primary school.
3. Structure the description clearly: Open with the strongest lifestyle benefit, cover key features and recent improvements, address obvious buyer questions around parking and transport, and close with a direct call to action to book a viewing.
4. Use every available field: Key features bullet points, virtual tours, and detailed floor plans all increase time spent on the listing and improve enquiry conversion rates.
5. Refresh stale listings proactively: If a listing has low views after 7 to 10 days, update the description copy or swap the lead photo to trigger re-ranking within the portal algorithm.

• Higher click-through rates from portal search results mean more viewers for exactly the same portal subscription cost.
• Better-qualified enquiries from buyers who self-select based on detailed, accurate, and compelling listing information.
• Faster sales and lets because listings communicate genuine value and urgency before the viewing even takes place.
• Stronger vendor and landlord confidence in your marketing capability, which supports fee retention at renewal.