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Another estate agency considers running a TV advertising campaign

Savills is the latest estate agency to consider a TV advertising campaign.

The agency’s marketing director Alison Dean has told Estate Agent Today that a TV ad campaign is “one of several options on the table” for film-based promotion. 

A final decision is likely to be made in the early summer.

Savills - which recently won the UK Business Superbrand title for the eighth successive year - is also considering cinema advertising or the promotion of film-based marketing via social media. 

Last year it had what Dean calls a “hugely successful” campaign of films about London, targeted at potential clients via Twitter, Facebook and other social media.  

Many agents have started using TV and cinema advertising to boost their brand in an increasingly crowded and competitive estate agency market.

The past six months alone have seen TV ads from the online or semi-online agencies Tepilo, eMoov, easyProperty, Purplebricks and House Simple. 

High-end agency John D Wood has made an ad called Welcome Home for Vue, Odeon and arthouse cinemas in its prime sales areas of southern England. It stars Zero Dark 30 actor Anthony Edridge and according to the estate agency’s marketing director, Richard Page, it “communicates the personal side of property.”

Fine & Country last week launched what it calls “the first TV campaign by a premium brand estate agency.” Its commercials feature sellers’ properties “emphasising what it’s like to live in a great home” according to the firm’s chief executive Jon Cooke. They will be seen by an estimated 20m people. 

In January Your Move launched ads on Dave, ITV and Sky as well as Channel 4. Hunters, with 170 branches, began advertising on TV last year and is continuing it throughout 2016. 

The two largest property portals, Rightmove and Zoopla, also have extensive seven-figure annual television campaigns and another online agency YOPA - for YOur Property Agent - says it is taking out commercials later this year.

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