Zoopla’s latest advertising campaign – its biggest yet – kicks off this weekend on TV as it steps up its battle to mount a credible alternative to Rightmove.
The ‘talking houses’ ads will be seen and heard on a range of national TV channels and radio stations, and with print ads running across various national newspapers.
Giving life to the house are the voices of actors Jim Broadbent, Doon Mackichan and Mathew Horne together with property market expert Phil Spencer.
There’s no rapping granny in sight, but on the other hand, the ads lack the majestic ampitheatre that is Rightmove. The question is: will they build up the Zoopla brand in the same way? Certainly the ads push one thing – the name 'Zoopla'.
Alex Chesterman, Zoopla’s founder and CEO, said: “We are fulfilling our promise of investing heavily in marketing to benefit our members and remain committed to operating the UK’s best-known online property brands.
“We will continue to invest millions more over the coming months in order to ensure that we continue to be the UK’s most cost-effective online marketing platform.”
The ads can be found below. What do you think of them?
Comments
No it isn't. one of new labours many many many media studies students has convinced another media studies student who now works at TDG that their Crappy "the Apprentice" level advert is just the job to get punters flocking to Zoopla, even more than the Rapping Granny adverts
Could just be clever marketing to win the award for the worst advert to gain more coverage, clever if it is indeed. Just think of that idiot on gocompare, you dont forget the ad, and that means you can avoid the site!!
Heard a Zoopla advert on the radio over the weekend.
Apart from the general inanity of going up against someone with such market domination as the market leader, who on earth came up with the name 'Zoopla'?
Listening on the radio, it just sounded kind of stupid and I wouldn't be sure how to spell it, assuming I remembered it anyway.
you don't and nor do many other Old Stagers but the thing is to many Agents are wholly reliant on applicants ringing them up and buying property with little or no effort required on the part. As such portals will remain the main opposition to individual Agent's web presence.
far simpler lets all advertise in the ocal newspapers!!! and go back to the good old days there was great estate agency before Rightmone and indeed Zoopla. Question??? Do we really need any of thies parasites??
If you look I never said he was an owner, Professional yachtsmen know that all too well and manage to get paid for racing other blokes toys whether they fly, float or flap
@William Wonker
Never listen to boat owners, im told the two best days of yacht ownership are the day you buy it and the day you sell it, im also told by a reliable source that if you fly it, float it of f***k it you should rent it.
…………………….ive lost the thread now on this RM thing so im going to go home and drink cold beer
Idea.
Needed.
Research.
Evaluation.
Production.
Price.
Advertising
Selling.
Etc.
All of the above are important in their own right.
Marketing? All of the above.
Weak and easily overlooked!
Is there anyone outside of Rightmove Towers who understands what the customers need? Is there anyone who actually realises who the customers are? Judging from all 3 of those adverts certainly no-one at Zoopla.
Listen here young Mr Bucket......A good friend of mine is a professional yachtsmans, he has a saying "If you follow the fleet you end up where the fleet ends up but at the back"
Findazoolocation will not get anywhere by following what Rightmove were doing, they have to find another tack.
You might well have a vested interest in them spending Agents money with you, but Agents need professional marketeers to be just that. Professional and not lazy immitators keen and enthusiastic to see their cliche advert on the telly. Soppy TV campaigns and disregardable newspaper advertising will not get them where agents need them to be.
I think as a property search tool Rightmove is very weak and very frustrating to use yet it is the one I use because it is better than the rest.
@William Wonker
A wise man once said that 50% of his marketing was a waste of money, he just didn’t know which 50% it was.
Sorry 'cheap trick', you couldn't be more wrong. If you read this page long enough, often enough and with a memory, you would know I post here often in respect of my views on Rightmove fees.
No more, no less.
Despite your synical view on people you know nothing of, I myself would be very interested in a journalistic view of who Property,property,property are, and what they are about.
I would imagine a few other estate agents might be interested too.
Shame on you for your synical view on life and people.
Watched the Zoopla ads and was little moved by them and I doubt vendors will be moving either. Absolutely no sour grapes in that they have not used Big T to front their campaign of course! The consideration was, no doubt, if I were on their screen there'd be no room for a property! Mind you, I once made Paul Daniels house disappear on TV - and not a lot of people know that (these days)!
I have taken to adding new letters behind my name on my cards these days - PIBP, describing my agency service precisely, 'Past It But Proud'.
I trust September will treat you well fellow flatfloggers and househeavers. Big T
Someones trying plugging property property property poroperty etc, bit of self interst here perhaps? Stupid name, says it all, could have had one less property, the domains avaialble. It will some markeing company trying to buy the market cheap, cant see them have a real go at rightmove and Zoop if they have to try cheap tricks like putting a post on here!
These people are entering the arena too.
Ros, can you find out about them?
Who are they?
How much are they investing in TV ads?
Etc.
http://propertypropertyproperty.co.uk/agent-video
Looks good though
You are wasting both your time and money.
Instead of wasting cash and effort on an advertising campaign that effectively does nothing more than stoke your egos how about sitting down with your paying customers and listen to what they actualy need you to do.
It would be really interesting to know how much was invested commissioning and airing both the rapping and power of yellow advert campaigns and then comparing them with real hard facts about how many houses sold as a result. I really do suspect the results would be almost as embarrassing as the adverts themselves.
If Findazoolocation want a bit of publicity how about considering the free coverage paying an average 20% deposit (£32,000) for 20 lucky applicants/ month who find a property through Zoopla, FP or PL.
Every £1,000,000 not wasted on TV and Press adverts would provide the start of 20 chains and would go internet viral in days.
You might remember I had a certain amout of success with my Golden TIcket campaign? I know what I am talking about.
Of course RM can afford do the same, they are more succesful than you and don't have to advertise at all now!
Why do you "estimate" where the leads come from, at such a cost you should know and monitor it surely??
We have recently joined Zoopla at good rates. We have honestly been completely surprised by the number of leads we have been getting. In four weeks I would estimate that 50% of internet leads have been from Zoopla, 35% from Rightmove and 15% from FindAProperty/Primelocation. When you consider we are paying only 25% of what we pay Rightmove per month I have nothing but praise for Zoopla. I hope they continue to increase their leads. Astonishingly I was very much anti-Zoopla. When they took over Propertyfinder for months they charged me for banners and extra features I had with Propertyfinder. I had to cancel my membership and later Zoopla began legal proceeedings against us which fell through as we were able to prove Zoopla were wrong. I cannot believe I am now a Zoopla convert!!!
Good Luck Zoopla! Show RM what its all about its about time they had some competition