Zoopla launches biggest ever marketing campaign to stimulate vendor market, driving greater gains for agents
19th April 2021
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42% of UK households are thinking of selling their home, Zoopla aims to spur them into action
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Campaign focuses on launch of new ‘My Home’, stimulating market activity and converting more passive homeowners into active homesellers
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Primary objective to drive more valuable leads to agents, helping them capitalise on today’s buoyant market and shaping the market for the future
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New campaign will be the first to feature Zoopla’s new branding and logo
Zoopla, the UK’s most comprehensive property destination, will tomorrow (19 April), begin a multi-million pound marketing campaign as it seeks to capitalise on the busy housing market, driving increased traffic to its website and in turn driving more leads to its agent partners.
The new integrated campaign which will feature brand new creative across TV, out of home, VOD and other channels, is focused on the launch of My Home, a new service launching on Zoopla. My Home is a destination for homeowners which provides them with everything they need to know to take the next step on their home moving journey. Powered by Zoopla’s industry-leading data, My Home features exclusive tools and empowers homeowners with the information, insights and market knowledge they need to reach their property goals.
The idea that runs through the campaign is simple - My Home has the power to change the hearts of even the most attached homeowners. In our TV spots we see different people telling us how much they love their home, only to then see them awkwardly backtrack when they realise how much they could get for it. Each ad invites the British public to check out My Home for themselves so they, too, can see if it's time to sell.
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.”
“We want to do our bit alongside this to ensure agents can reap the maximum benefit from this unprecedented period and we recognise 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 home owners 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.”
Alongside My Home the new campaign is the first to feature Zoopla’s recently announced new brand. The new brand, which incorporates widespread changes including a new logo and a move to a different shade of its iconic purple, reflects the evolution of Zoopla and the services it offers since it first launched back in 2007.
In addition to the new brand, Zoopla recently announced sweeping changes to some of the most visited pages on its website including its home page and individual property detail pages, as well as changes to its app. These changes will build upon recent improvements that are already increasing engagement and registrations amongst users, in turn leading to more valuable leads for agents.
Zoopla’s new marketing campaign was led by its award-winning creative agency Lucky Generals. The TV advert, directed by Randy Krallman, well known for his work with Lucky Generals for Yorkshire Tea. U.S. based Randy has filmed a number of high-profile adverts including several that have run during the Super Bowl and he has won numerous awards for his work including a Silver Shots Award.
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For further information, please contact PR Team on pr@zoopla.co.uk or +44 (0)20 3873 8770.
About Zoopla
Hello. We're Zoopla. A property website and app.
We know you're not just looking for a place to live. You're looking for a home.
Yeah, we've got over a million properties for you to browse.
Tools that let you filter them in all kinds of clever ways.
And reliable house price estimates, so you can be sure you aren't paying over the odds.
But we know you're looking for more than that.
Because that first flat won't just be a 'great investment opportunity'.
It'll be the feeling of starting out on your own.
That extra bedroom won't just mean another £20K on the re-sale price, it'll mean having your sister over to stay.
And that bungalow won't just be a way to release some equity, it will be a chance to spend more time with the grandkids.
We know that searching for a home is about more than just checking its price, location and features (important as all those things are).
What really matters is how it makes you feel.
We know what a home is really worth.
So let us help you find yours.
Zoopla is part of Zoopla Limited which was founded in 2007.
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