Zoopla has revealed details of its biggest ever marketing campaign in a bid to cash in on agents’ growing dissatisfaction with Rightmove.
The multi-million pound campaign is focused on driving traffic to the portal and encouraging consumers to sign up for information from Zoopla, in turn driving increased leads to agents.
The campaign will emphasise Zoopla’s branding message ‘We know what a home is really worth’ across TV, social media, street and location billboards, buses, digital audio, video on demand and on YouTube.
The approach, Zoopla says, is to show that the portal understands that finding a home is not just a transaction but an emotional journey.
The lighthearted TV advert at the centre of the campaign returns to Zoopla’s theme of highlighting how people enjoy their home in different ways and the joy and sense of freedom that comes with a bigger home.
The advert features a voiceover from Diane Morgan - a star in Ricky Gervais’s Netflix comedy After Life - and is set to air across ITV, Sky and Channel 4.
The portal says that year-on-year the number of consumer sessions on Zoopla are up over 21 per cent and following the start of the Stamp Duty holiday, both sales and valuation leads enjoyed a double-digit boost.
“We know agents are already enjoying a booming housing market fuelled by a combination of pent up demand and the Stamp Duty holiday and we hope this new campaign will help turbocharge that even further” explains Gary Bramall, Zoopla’s chief marketing officer.
“This campaign, which aims to capitalise on this momentum and inspire people to take positive steps to secure their dream home, represents our biggest marketing spend ever with millions of pounds of activity set to go live over the next couple of months.
“Spending so much time at home has led to the nation reevaluating about what it wants from their homes. Whether you are a first time buyer or a downsizer people are now more than ever looking for a home where they can be fit and well, build strong relationships, do their best work and pursue their passions. At Zoopla we know what a home is really worth now and we feel this campaign encapsulates that perfectly.”