In August of this year, Rightmove, one of the Top 10 UK Property Portals, rolled out a major new consumer campaign encouraging vendors and landlords to get their ‘Market Intelligence’ from Rightmove member agents.
The Rightmove’s Market Intelligence campaign drew to a successful close, with more than 375,000 unique visitors accessing the campaign’s homepage. Upon launch, the campaign adopted an innovative interactive video to stress to sellers and landlords the importance of research in preparing their property for market in order to maximise the impact of their agents’ property advert.
Rightmove member agents have been able to use the tag line of ‘three seconds to make an impression’ to help encourage sellers and landlords to make their properties stand-out by thinking carefully about the 3P’s – price, promotion and presentation.
Rightmove director Miles Shipside comments: “The Market Intelligence campaign was all about underlining the importance of creating the best first impression with the 3Ps and what a central role Rightmove member agents play in making the most of those three key elements. Recent Rightmove research uncovered that on average a property has around three seconds to grab the attention of a home-hunter via the summary results page. Our message to vendors and landlords is that the best way of making sure you stand out in those crucial three seconds is to work closely with a Rightmove agent in order to benefit from their local expertise.”
Rightmove’s campaign featured a cutting edge HTML5 video which took users on a virtual helicopter tour of their local area, feeding in the latest house price trend data. The campaign was supported with a digital advertising campaign across a range of key websites, as well as high profile presence across the Rightmove site.
Rightmove members were supported throughout the campaign with a range of agent support materials. Rightmove also distributed nearly 10,000 landlord guides as a way of engaging potential investors and current landlords and steering them towards the expertise of Rightmove lettings agents.
Shipside adds: “Consumers have enjoyed the helicopter tour we have taken them on, with over 2,000 hours of ‘flying time’ clocked up! As part of that tour we have been able to engage people with Rightmove’s key message about the importance of the 3P’s, with a particular focus on the dangers of sellers over-pricing. Rightmove’s unrivalled reach and influence means that we can support agents by getting across the message that the better prepared the vendor or landlord, the easier the property will be to sell or let.”