Zoopla today begins a new marketing drive - the latest move in the fierce battle between Rightmove, Zoopla, OnTheMarket and Boomin.
Zoopla is not revealing its cost but says it's “multi-million pound campaign” which ”seeks to capitalise on the busy housing market, driving increased traffic to its website and in turn driving more leads to its agent partners.”
The advertising will be on TV, Video on Demand and out-of-home, and will focus on My Home, a new service on the portal.
Zoopla describes My Home as a destination for homeowners to provide them with tools, information, insights and market knowledge they need to reach their property goals.
The marketing campaign will emphasise that My Home has the power to change the hearts of even the most attached homeowners, to become sellers. Each ad invites viewers to check out My Home to see if it’s time to sell.
Andy Marshall, Zoopla’s chief commercial officer, says: “The market is running at 100mph right now. The longer lockdown has led to a once-in-a-lifetime reassessment amongst homeowners of how and where they want to live and this has been turbocharged by the ongoing stamp duty holiday and government measures to increase mortgage availability.
“We want to do our bit alongside this to ensure agents can reap the maximum benefit from this unprecedented period and we recognise that for our agent partners it's all about leads.
“This is why we’re launching a multi-million pound marketing campaign, driving more traffic from high value home owners and potential vendors to our website, meaning more strong leads for agents and nudging the 42 per cent of UK households thinking of selling their home into action. We know the market is strong right now, but our insights show there are further gains to be unlocked through the strength of our campaign.”
Alongside My Home the new campaign is the first to feature Zoopla’s recently announced new brand - we revealed it on Estate Agent Today on Thursday, here.
The portal also recently announced changes to some of the most visited pages on its website including its home page and individual property detail pages, as well as changes to its app.
Zoopla’s new marketing campaign is led by creative agency Lucky Generals and directed by Randy Krallman, who has worked on Yorkshire Tea adverts in the past as well as US ads that have featured during the Super Bowl.