Zoopla Urges Agents to Stay Open Over the Holidays as it Opens Marketing War Chest

December 18, 2020
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British #2 property portal Zoopla has urged its agent customers to stay open over the festive period to take advantage of what it believes will be the largest housing market Christmas surge seen in over a decade. The portal's Chief Marketing Officer Gary Bramall was particularly sanguine about the national housing market:

"We’re confident that the annual Boxing Day peak will prove significant this year; with more people spending more time at home, in smaller bubbles, having the perfect living environment will mean more than ever, leading to a sustained upsurge in market activity throughout January and into February."

Junior agents looking for some much needed time off over the Christmas period will be sure to thank Brammal for his remarks which may well have piqued the interest of agency bosses around the country:

“This is why we’re launching our campaign earlier and urging agents to keep their branches open as much as they can. It’s unlikely that their investment of time will be wasted.”

Zoopla is launching a ten-week marketing campaign to take advantage of the predicted rush to move house and will particularly be targeting existing homeowners and 'second-steppers' who may feel the need for increased space at this time of year. The campaign will include TV adverts across several networks which will employ the same "We know what a home is really worth" tag-line used in the portal's autumn campaign.

The Silverlake owned portal is expecting to drive some 19 million visits (a 25% increase for the festive period compared to 2019) with its campaign and will also be hoping to counteract the marketing noise generated by newcomer portal Boomin's delayed January launch.

December 18, 2020
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.

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