Zoopla targets high value homeowners with major new marketing campaign
30th June 2022
The campaign and new creative will run for fourteen weeks across mainstream channels including TV, VOD, digital and social channels, and will also feature in cinemas for the first time in five years
The campaign which is titled ‘Just ask Zoopla’ is estimated to deliver an uplift in vendor leads of 13% - on top of an average 20% increase in vendor leads between the months of March and April across all regions of the UK
The campaign aims to support agents with their goal of connecting with tomorrow’s sellers, and was developed with feedback from several Zoopla members
Zoopla, the UK’s most comprehensive property destination, has unveiled a major new fourteen week marketing campaign, with a 35% WoW increase in valuation leads already delivered for agents since launch last Friday (24th).*
Current market conditions and economic headwinds mean that many vendors are stuck in a ‘thinking about it’ phase, but with the housing market still performing well above the five-year average - Zoopla’s campaign taps into the real life changes that constantly create the need to move - be it kids, marriages, divorces and everything in between.
Building on the success of its previous marketing, the campaign is estimated to drive an uplift in vendor leads of 13% - in addition to an average 20% increase in vendor leads between the months of March and April across all regions of the UK
This will continue to drive these high value homeowners to view properties on Zoopla, where they will be met with a continually optimised Zoopla site experience which has driven substantial improvements in Zoopla’s search rankings and an increase in conversions on Zoopla’s valuation lead form of 50%. The campaign will also drive consumers to better understand land sold information and get a property estimate, unleashing additional potential for agents as we enter the summer months.
Zoopla’s new TV adverts, which were developed in conjunction with agent feedback, hone in on incredibly awkward situations that centre around asking about house prices, and are focused on segments of high value owner movers (those with properties to sell who are also looking to buy). They position Zoopla as the go to destination for home research - while also supporting agents with their aim to educate and nurture tomorrow’s sellers. Watch the new adverts, ‘Kids Party’ here and ‘Divorcee’ here.
The fully integrated campaign will appear across a breadth of media channels, including TV, YouTube, VOD (video on demand), display and social. Zoopla’s new ads will also be shown in cinemas for the first time in five years, ensuring the 'Kid's Party' creative is visible in highly family centric environments including the nationally located Luna Outdoor Cinemas.
The adverts are voiced over by actress Diane Morgan (star of BBC Two comedy, Motherland), who has appeared in Zoopla’s five previous marketing campaigns and will air across Channel 4, Sky, and ITV, in primetime slots such as Celebrity Gogglebox and Love Island.
Commenting on the launch, Gary Bramall, Chief Marketing Officer at Zoopla said: “The lack of supply has been a real challenge in the property market for some time now. By shifting our campaign messaging in the new creative, we’re confident we can support agents when it comes to nurturing that all important future seller pipeline, and ensuring they’re set up for success as we head into the second half of the year and beyond.”
Andy Norris, Marketing Director at Ocean Estate Agents adds: "We're always looking to nurture prospects as soon as possible and it's brilliant that Zoopla's new campaign taps into the insight that the majority of Brits are browsing for months and months ahead of deciding to take the plunge and listing their property for sale. The sooner we can start and maintain conversations with prospective sellers the better, and Zoopla's campaign will support us with exactly that. Encouraging the nation to do their research on Zoopla is also beneficial as the more informed sellers are, the easier our job is when it comes to confirming the selling price."
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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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