Zoopla boosts property market momentum with new major marketing campaign
15th December 2021
Starting on December 20th, the campaign will run for ten weeks across mainstream channels including TV, VOD, digital and social channels
Targeting high intent audiences looking to move in the next few years, the campaign will capture market impetus and drive more valuable leads to agents
The campaign is expected to deliver an uplift in site visits of 28.5% between December and January
Zoopla, the UK’s most comprehensive property destination, is preparing to unveil a major new ten week marketing campaign, set to go live on 20th of December.
Capturing the market momentum of the ‘Boxing Day Bounce’, the campaign launch follows a bumper year for the property market, with 2021 culminating in the UK’s busiest property market in 14 years. Over a fifth of households are ‘more eager’ to move as a result of the pandemic, and Zoopla’s new campaign will capitalise on this unprecedented demand, and harness the start of year market surge to reach and motivate movers and drive them to Zoopla’s marketplace.
Building on the success of its previous marketing strategies, the campaign is expected to drive an uplift in site visits of 28.5% between December and January. This will continue to drive these motivated movers to view properties on Zoopla, unlocking additional potential for agents as we enter the new year.
In addition, Zoopla customers will also 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 huge cost savings and increase its consumer marketing spend - driving more leads to agents as a result.
Zoopla 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 are voiced over by actress Diane Morgan (star of BBC Two comedy, Motherland) and will air across Channel 4, Sky, and ITV, in primetime slots such as Coronation Street, Emmerdale, and The Great New Year Bake Off. Watch ‘Bricks & Mortar here and ‘Neighbours’ here.
The fully integrated campaign will appear across a breadth of media channels, including TV, YouTube, VOD, display and social, continuing to build on Zoopla’s fresh new look and feel unveiled as part of its rebrand in the Spring, while TikTok will also be tested for the first time. The campaign will drive a national presence for Zoopla with a continued focus on targeting high-value audiences to stimulate both supply and demand.
“Home movers have reassessed what they want and need from a home as a result of the pandemic,” explains Gary Bramall, Zoopla’s Chief Marketing Officer. “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.”
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For further information, please contact PR Team on [email protected] or +44 (0)20 3873 8770.
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.
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