Antje Bustamante, Director of Data and Analytics Zoopla, has described the organisation’s previous model of using a property ID. The ‘Zoopla ID’ would rely on the property’s postcode; however, this method was not without its share of challenges, particularly when it came to address matching and especially without access to authoritative data.
While postcodes are valuable, and a longstanding piece of infrastructure, there remains opportunity for an even more granular level of geography.
Zoopla moved to the use of Unique Property Reference Numbers (UPRNs) - a numeric identifier, up to 12 digits in length, that relates to a single addressable location. This can be a house, a single flat in a block, or even a power substation or a bus stop.
Zoopla invested heavily in UPRNs, both for its own purposes and Hometrack (also part of the Zoopla Property Group), to improve property data by harnessing the AddressBase Premium as its core database. Zoopla have commented that the use of UPRNs, and having that robust and accurate addressing system in place, can enable accurate links between properties and their owners; as well as anyone else involved in the property lifecycle (lenders, agents, conveyancers) to reduce time and optimise the purchasing process.
By optimising the completion process, Zoopla can provide a smoother service to their customers, and focus on the near-term benefits to property searches. In short, Zoopla’s dedication helps users have a better chance of choosing the home that is right for them; and move in, in less time.