British property portal Zoopla is set to embark on a major new marketing campaign next week.
The ten-week, multi-channel campaign will go live on December 20, and the portal is hoping it will result in a 28.5% uplift in visits to its website. Its messages will target high intent audiences looking to move in the next few years, with the goal of driving more valuable leads to its real estate agents
The campaign launch follows a bumper year for the United Kingdom’s property market. Zoopla said more than a fifth of British households are ‘more eager’ to move as a result of the pandemic, and that its marketing campaign will capitalise on this unprecedented demand.
Zoopla customers will benefit from its increased media buying power as a result of consolidating its media buying brief with sister companies USwitch and Confused.com. This will enable Zoopla to benefit from cost savings and increase its consumer marketing spend.
The portal has revealed it will resurrect its two successful 30-second television adverts, ‘Bricks and Mortar’ and ‘Neighbours’, which evokes Zoopla’s understanding of how the pandemic has led to a reassessment of home for many.
For the first time, the adverts will also highlight Zoopla’s search functionality and will as a result, drive consumers to find their next home on Zoopla.
The adverts will air across popular prime-time television programmes, and across a breadth of media channels, including YouTube, VOD, display and social media. It will also be using TikTok for the first time.
Gary Bramall, Zoopla’s Chief Marketing Officer, explained: “Home movers have reassessed what they want and need from a home as a result of the pandemic. The launch of our new marketing campaign is an opportunity to connect them to homes that fulfil their criteria while surfacing available stock our agents are listing on Zoopla.”
“After a record year for the property market, we wanted to launch the campaign ahead of Christmas to give agents a fast start in 2022 and set them up for success. We’re poised to nudge these eager movers to make their move, and in turn, this will drive valuable leads to agents.”
Zoopla is the second-ranked property portal in the United Kingdom.