A 10 week marketing campaign is being launched by Zoopla - and the portal urges agents to stay open as much as possible to take advantage of an expected rush.
Its in response to what the portal calls the busiest run up to Christmas for the housing market for over a decade, with new sales agreed up 38 per cent on the same period of 2019.
Zoopla says the campaign will feature more targeted digital activity, using market intelligence and research to drive portal users towards agents.
Targeting existing homeowners, and specifically second and third-steppers, the campaign will capitalise on their perceived need for more space, indoors and outdoors, following lockdown.
The campaign is expected to drive 19m visits and a 25 per cent increase in visits over the festive period compared to 2019.
“This realises a new level of potential for agents, and Zoopla is urging its customers to remain open over the festive period to make the most of this ongoing upsurge” says the portal.
The campaign will see the return of the 30 second television ‘Power Tools’ advert, which focuses on people dreaming about more space and/or tackling the projects that help them to get it.
The advert will air across Channel 4, Sky, and ITV, during programmes such as Emmerdale, Sarah Beeny's New Life in the Country, and Great British Bake Off: The Winners.
Advertising will also appear on YouTube, VIdeo on Demand, and social media and will feature Zoopla’s brand phrase - ‘We know what a home is really worth’.
There will also be targeted local campaigns in key towns and cities.
“From those who intend to enter the market in January in a rush to beat the stamp duty deadline, to those who simply want to take their time and move over the next six to twelve months, the scope for new business is broad, and Zoopla is poised to pique and nurture the appetite of every prospective move” explains Gary Bramall, the portal chief marketing officer.
“We’re confident that the annual Boxing Day peak will prove significant this year; with more people spending more time at home, in smaller bubbles, having the perfect living environment will mean more than ever, leading to a sustained upsurge in market activity throughout January and into February.
“This is why we’re launching our campaign earlier and urging agents to keep their branches open as much as they can. It’s unlikely that their investment of time will be wasted.”