Rightmove’s ‘find your happy’ campaign has been picked out by marketing experts as one of the best examples of content marketing in the property industry.

Eword says that the campaign, which began in 2014, works because it connects with people – “everyone has their own idea of what their ideal home would be”.

The campaign positions Rightmove as a company with people’s best interests in mind, and one which they could trust to find their dream home.

Eword also says that SpareRoom’s campaign to find its founder, Rupert Hunt, a housemate was also highly successful.

It had extensive coverage, the story was very unusual, and it helped raise brand awareness for the website.

A third publicity campaign praised by Eword is run by property investor and author Marco Robinson, who decided to give away a £110,000 Manchester flat in a competition, to protest against Osborne’s Stamp Duty hike.

Not only does the winner get a two-bedroom property, but a rental income of £6,500 guaranteed for five years.

This has worked because it generated press coverage, and entrants were asked to buy a copy of Robinson’s book, play a game on his Twitter page and then help plug the book on social media.

More, including an interesting reference to how the National Association of Realtors used a campaign to make them come over as fun people, here