Zoopla has been stepping up its game to compete within the UK market, this time with its biggest advertising campaign, yet. The goal of this campaign is to take advantage of the booming real estate market and drive more traffic to its website which will help funnel leads to its agent partners.
Commenting on the launch of the campaign Andy Marshall, Zoopla’s Chief Commercial Officer, said:
“There is no doubt that 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.”
The campaign will feature the newly redesigned Zoopla branding, along with TV, VOD, and public adverts. The theme surrounds its newly launched My Home service, an informational hub to help homeowners find and buy their homes. My Home features exclusive tools and offers homeowners information, insights, and market knowledge to aid in their property goals.
Following the new branding, Zoopla announced big changes for some of its more visited pages including the home page, the individual listings pages, and its app. These changes were made to better enhance lead generation for its agent partners.
“We want to do our bit alongside this to ensure agents can reap the maximum benefit from this unprecedented period and we recognize 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 homeowners and potential vendors to our website, meaning more strong leads for agents and nudging the 42% 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.”
The marketing campaign was led by Lucky Generals. The commercial was directed by Randy Krallman, who is most known for his work with Lucky Generals for Yorkshire Tea. Randy has filmed a number of popular advertisements, including several that have run during the Super Bowl in the U.S., and has won numerous awards including a Silver Shots Award.
The commercial focuses on Zoopla’s My Home feature which looks to equip homeowners with everything they’ll need to move. The advertisement shows a number of homeowners who love their current home but how My Home helps them feel secure about purchasing a new home and how fruitful the move will be in the long run.