British property portal Rightmove has released a new TV advert targeting the rentals market. The campaign is the first Rightmove TV marketing campaign to target the rentals market and comes on the eve of the launch of rival portal Boomin which is expected to generate a lot of media attention with its own ad campaign when it debuts for the public on the 2nd of April.
In Rightmove’s new 60 second video, a character referred to as ‘the renter’ is seen moving into a new property, visiting local businesses, getting to know the neighbours, moving her furniture around and winning her dream job in her new location. The slogan behind the campaign is “find what’s right for now” and is squarely aimed at generation-rent millennials who are looking to relocate after lockdown measures in the country begin to ease in the next few months.
A Rightmove statement on its new campaign said:
“Resonating well with renters and first-time buyers, our new advert also scored highly amongst the wider home-moving population, with 79% of homeowners saying the advert shows Rightmove understands the importance of finding the right home, 77% also told us Rightmove is the first place they’d look when moving home.”
The advert’s launch has generated speculation in the UK property industry that the behemoth portal might have hit its ceiling in the sales market and is now pursuing a greater share of the more fragmented national rentals market. The company bought tenant referencing company Van Mildert in 2019 and has been introducing a new prospective tenant viewer booking functionality across the portal as well.