Zoopla has announced that it is is ramping up its local marketing efforts to support agents across the year.

The property portal estimates that the dedicated campaign will ensure that 12m consumers across the UK will see Zoopla content and advertising this summer.

This latest marketing strategy is part of what Zoopla says is a 41% increase in marketing spend in 2024 and will complement the portal’s eight-week national marketing campaign which is running until the end of June.

To support agents with conversations they’re having with buyers and sellers, Zoopla is also expanding the number of area guides it has on-site. Over the past three months, 150 new area guides have been added to Zoopla.co.uk and this will be further increasing over the coming months.

The guides contain valuable information for those considering moving to an area including average asking price, local schools, pubs and transport links, making it easier for consumers to make an informed decision about their next move.

Zoopla will also be continuing to run its hyper-localised email marketing which reaches almost two million users a month. Using AI, Zoopla creates over 370 local market reports which are tailored to where a user is looking to move. These are some of Zoopla’s most highly engaged emails and drive an additional 100,000 users to find out more about their local market on Zoopla.co.uk.

This is in addition to Zoopla’s increased regional media presence in the high-performing regions of the North West and West Midlands.

House price growth in both of these regions is outperforming the current UK average of -0.2% and to help agents to capitalise on this, Zoopla will be running marketing across channels including local radio advertising and sponsorships (Capital, Heart & Greatest Hits). This will be amplified by new OOH advertising which has tailored house price data to match its location, and Zoopla purple taxis which are proving a hit with agents.

Nikki Cole, director of national sales for Zoopla, said: “It’s no secret that Zoopla has unrivalled market and audience intelligence and our latest regional campaign allows us to showcase this to agents and consumers in their local area. We look forward to empowering consumers to use this insight to make better home-buying decisions, and supporting agents during these summer selling months as a result.”

Zoopla launches new marketing campaign