STAY CONNECTED!      
Over 20,000 followers and counting
Written by rosalind renshaw

Property portal Zoopla is today launching its first national TV advertising campaign, which will include a number of prime-time slots across ITV, Channel 4, Channel 5 and the Sky digital channels.


The initial campaign will run for five weeks to the end of September and is part of a multi-million pound advertising campaign to run over the coming months.


It is the first time in years that a property portal other than Rightmove and, to a lesser extent, the Daily Mail-owned Digital portals have advertised extensively on prime-time television. Rightmove takes out a  massive high-profile Christmas/New Year advertising campaign, which is normally repeated. FindaProperty has taken Easter-time slots, and Primelocation has also run some TV ads.

Zoopla is upping its ante ultimately not just to challenge Rightmove for first place, but in the shorter term to beat the Digital portals as second-place challengers.

 

The new Zoopla TV campaign will tap into the nation’s obsession with the property market and is designed to increase Zoopla's brand awareness and, says a spokesman, "drive even greater performance for its member estate agents". It is calculated 87% of adults will see the TV ad at least once during the initial five-week period.

 

Zoopla launched in only 2008 and has since gobbled up other portals, including Thinkproperty, which was owned by the Guardian, and Propertyfinder, which had been owned by News International.

 

The TV ads centre on the theme that finding the perfect property is much like finding the perfect partner and reinforce the philosophy that free and easily accessible information helps buyers, renters, sellers and owners make better-informed property decisions.

Zoopla has used leading creative and media agencies on the campaign. VCCP (O2, Comparethemarket, Microsoft, Texaco and Standard Life) were responsible for the creative development and Vizeum (Coca-Cola, BMW, Five and Panasonic) handled the media buying.

 

Alex Chesterman, Zoopla's founder and CEO, said: “Over the past two years, the pace of our growth has been unrivalled in the property portal space and we are now ready to turn Zoopla into a household name targeting property buyers, renters, sellers and landlords so that we can continue to be the most effective marketing partner for all UK estate agents.”

 

To view the advert go tohttp://www.zoopla.co.uk/improve-your-chances

Comments

  • I can't see this somehow, unless you are putting up different descriptions and pictures on Zoopla and RM. In that case you need a data feed provider my friend.

    • 26 August 2010 09:31 AM
  • Good luck to Zoopla on this. We have found them to be the most useful of all the portals and they deliver us about the same number of leads as Rightmove at a fraction of the cost. If you aren't getting leads from them there is something wrong with either your properties or contact details I suspect.

    • 25 August 2010 19:50 PM
  • I guess the fact that this has only been read by less than 500 shows the lack of interest. We came off Zoopla about 2 months ago after I found we were paying over £150 a month for it!Never got a single enquiry and not one of my clients ever asked if I was on it.When I rang to cancel the girl on the phone said she didn't blame me leaving if I had received nothing from it and then asked if I would like to try their pay per lead option so they could keep me on the site. I said NO. I think there has to be something to compete with RMs soaring prices but not FP or PL as they will then only charge more, but Zoolpa is owned by a venture capital group so they will only do the same given half the chance.

    • 25 August 2010 15:12 PM
  • Honest John: As far as I could see, the ad campaign for FindaProperty was certainly no less extensive than RM's. It also did what it said on the tin - unlike RM, which in my opinion did NOTHING for the Estate Agency profession.

    If only their site was half as good - and one-tenth as popular...

    • 25 August 2010 09:48 AM
  • Edit :-)

    • 25 August 2010 09:48 AM
  • marketeer, I'm pretty sure you'll find that the FindaDuckerty campaign was not extensive by any means. Remains to be seen if Zoopla's is.

    • 25 August 2010 09:30 AM
  • Shoddy journalism Estate Agent Today or have you just copied and pasted the Zoopla press release? I'm pretty sure that you will find that FindaProperty has advertised on "prime time television extensively" in the past 12 months. Time for an edit me thinks!

    • 25 August 2010 09:24 AM