Zoopla has unveiled a new marketing campaign aimed at high-value home movers and claims it has already boosted leads with agents.
The advertising campaign, developed based on agent feedback, hones in on awkward situations that centre around asking about house prices and are focused on segments of high value owner movers - those with properties to sell who are also looking to buy.
It will run for fourteen weeks with adverts across mainstream channels including TV, video on demand, digital and social channels.
The adverts will also feature in cinemas for the first time in five years.
They aim to position Zoopla as the go to destination for home research and house price valuations.
One focuses on a parent being impressed by the home of her child’s friend at a party while the other shows a divorcee being told he may have to sell his house.
The adverts are voiced by actress Diane Morgan, star of BBC Two comedy Motherland, who has appeared in Zoopla’s five previous marketing campaigns.
They will air across Channel 4, Sky, and ITV in primetime slots such as Celebrity Gogglebox and Love Island.
The portal said the campaign, which went live last week, has already delivered a 35% increase in valuation leads for agents.
The campaign is estimated to drive an uplift in vendor leads of 13% - in addition to an average 20% increase in vendor leads between the months of March and April across all regions of the UK.
Gary Bramall, chief marketing officer at Zoopla, said: “The lack of supply has been a real challenge in the property market for some time now.
“By shifting our campaign messaging in the new creative, we’re confident we can support agents when it comes to nurturing that all important future seller pipeline, and ensuring they’re set up for success as we head into the second half of the year and beyond.”
Watch one of the videos below: