Rightmove Releases New TV Ad Targeting Tenants

March 24, 2021
Share this Post: 

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.

March 24, 2021
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

Subscribe to our mailing list to get news updates!

Enter your email address and get updates from Online Marketplaces.

Related News

Cian Going Public On Nyse
Russian Market Leader Cian Files for IPO on the NYSE

Russian market-leading real estate vertical Cian has filed with the SEC for an initial public offering on the NYSE with...

Read More
Onthemarket Coaching
OnTheMarket Offering Free Leadership Coaching to Agents

OnTheMarket has announced a partnership with business coaching firm Property Academy which will see some of the British portal's agent...

Read More
Mygate Homes And Housing Partnership
REA-Owned Housing.com Ties Up Listings Syndication Deal With MyGate Homes in India

Indian property portal Housing.com has announced a listings syndication deal with the newly launched FSBO marketplace MyGate Homes. The deal...

Read More
Daniel Bignold Ceo Of Propps
Ten Questions With Daniel Bignold, Founder & CEO of Propps

Like most markets right now, the Australian real estate market is super competitive. There are big bidding battles with all...

Read More

Popular News