Zoopla to drive festive peak for agents with major new marketing campaign
23rd December 2019
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Campaign to bolster applicant and valuation leads by over 80%, and sessions in excess of 16 million
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Starting on Boxing day, the campaign represents Zoopla’s largest media spend in recent history
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Backed by a 25% uplift in marketing spend, the eight week campaign will target first-time buyers and renters
Zoopla, the UK’s most comprehensive property destination, will maximise the festive peak for agents and consumers alike with the launch of a major new marketing campaign, set to go live on Boxing Day. With Zoopla’s applicant leads expected to rise by 85% and valuation leads by 80% across the festive period, coupled with an upsurge of over 16million site visits, all backed by a 25% increased investment in marketing, the potential for agents to benefit is unprecedented.
The fully integrated, eight-week execution will appear across a breadth of media channels, including TV, YouTube, VOD, OOH, display and social, and will unveil Zoopla’s new brand positioning - ‘We know what a home is really worth’.
Zoopla has partnered with Lucky Generals – an award-winning creative agency, to produce two 30 second television adverts, which show slow-motion shots of people enjoying their new home in different ways. From moving out of the family home and setting up a love nest, to tackling the ultimate in renovation opportunities, the adverts are heart-warming and relatable, and are voiced over by actress Diane Morgan (star of BBC Two’s comedy, Motherland).
The television adverts will air across Channel 4, Sky, and ITV2, during programmes such as Love Island, Gogglebox, and the Premier League.
“The festive peak is an opportunity that we – as part of the agent community – simply cannot ignore,” explains Gary Bramall, Zoopla’s Chief Marketing Officer. “Last year, we saw an upsurge of 15million web sessions from Christmas into early January. That figure is expected to grow by more than a million this year, and presents an unrivalled opportunity for us to drive value - and specifically valuation leads, and deliver tangible ROI for agents.
“Spending time with family and friends over the festive period often acts as a catalyst for people thinking about their next move. As homes up and down the country burst under the weight of visitors, many want to explore what else is out there – and whether the home of their dreams is within reach.
“Our new campaign is part of ongoing activity to highlight that ‘We know what a home is really worth’, and brings to life Zoopla’s understanding of both the emotional and rational value of moving home. It builds on Zoopla’s strength in house price estimates and agent partnerships, but articulates that people aren't just looking to buy or sell at a good price - they are looking for a place that means everything to them. We are excited to see how people respond to the playful campaign, and look forward to unveiling dedicated content on social media and our own channels in the weeks to come.”
Founded in 2007, Zoopla is a successful property marketplace offering services to renters, buyers, sellers and landlords across the UK. Its website has around 55 million visits a month and 1.4 million unique users a month.
The company returned to private ownership in July 2018 after a purchase by a group led by global private equity firm Silver Lake. Since the purchase, a new leadership team has been implementing a focused strategy, investing substantially in talent, technology, marketing and sales to help Zoopla improve the service it offers consumers and to meet its ambitious growth plans.
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For further information, please contact PR Team on pr@zoopla.co.uk or +44 (0)20 3873 8770.
About Zoopla
The Zoopla Limited property division includes some of the UK's leading property portal, software, marketing and data insights brands that help property professionals market their properties, promote their brand, make informed decisions and manage their business efficiently. Our websites and apps attract over 50 million visits per month and over 25,000 business partners use our range of services.
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Zoopla is the UK's most comprehensive property portal, helping consumers research the market and find their next home by combining hundreds of thousands of property listings with market data and local information.
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PrimeLocation is one of the UK's leading property websites, helping house-hunters in the middle / upper tiers of the market to find their dream home from the top estate and letting agents and property developers.
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SmartNewHomes is the UK's leading website dedicated exclusively to new builds, helping buyers understand the market and search for new build homes from all the leading property developers across the country.
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Hometrack and Calcasa are leading providers of automated property valuations and statistical property market insights in the UK and the Netherlands to partners including mortgage lenders, developers, investors, government agencies, housing associations and others.
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Alto, Jupix and Expert Agent are some of the leading cloud-based estate agency and property management software systems used by thousands of property professionals across the UK for the day-to-day management of inventory, marketing and communications.
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PropertyFile is an innovative tool used by estate agents to improve communication and efficiency with their customers.
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TechnicWeb specialises in designing, developing, hosting and operating fully-responsive websites for the property sector.
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Ravensworth is a leading provider of print and design solutions to estate agencies and developers, offering a comprehensive range of products and services for every stage of the property marketing journey from listing through to post-sale.
About Lucky Generals
Lucky Generals is a creative company for people on a mission. An Emmy-nominated, multi-award-winning agency, with creativity at its core, we believe in making work that makes a difference. Founded in 2013 by Helen Calcraft, Andy Nairn and Danny Brooke-Taylor, Lucky Generals is now an international agency with offices in London and New York. Clients include Amazon, AB Inbev, Celebrity Cruises, Funding Circle and The Co-op.
About Goodstuff
Goodstuff are the UK’s leading media planning and buying agency and Grand Prix winners for both the Campaign Awards & Media Week Awards 2019. Established in 2004 as a pure communications and creative media agency incubated by Virgin Mobile, the agency had 7 successful years before adding media buying capabilities in 2012 when it then scooped Campaign’s Agency of the Year followed by Media Week Agency of the Year in 2017. The agency is wholly independent, a Sunday Times Top 100 Small Company to work for, Campaign Agency of the Decade shortlist and owners and curators of the annual Goodstuff Media Showcase.
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.
Zoopla Limited, The Cooperage, 5 Copper Row, London, SE1 2LH
Registered in England and Wales with Company No. 06074771
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