How should portals be judged: leads or impressions?

Are property portals just for leads, or can they help you win more listings? Richard Hayes, COO of Zoopla, shares how UK estate agents can use portals strategically to grow their business. From understanding lead types to boosting brand visibility, he explains how tools like Prospect Plus and targeted marketing can turn impressions into instructions, helping agents convert leads into listings and increase fees. Practical tips and insider insights for smarter portal use.