Rightmove has launched a product designed to increase estate agents’ online presence for buyers looking outside of their area for their next home.

Native Search Ads, available to subscribers of Rightmove’s Optimiser package, uses a digital process known as ‘dynamic retargeting’, which creates unique ads for individual customers.

The aim is to reach potential customers looking to move outside of their patch as well as those searching locally.

Native Search Ads can be used for building awareness of an agent’s brand, prompting potential sellers to get a valuation, and directing movers to the agent’s own website, alongside other options.

The product is video-enabled – a first for Rightmove, which found from its product testing that ads using video garner 1.8 times more interactions than those without.

Dave Anderson, Rightmove’s agency director, commented: “The research shows us that the most successful businesses invest in brand building, as well as direct sales messages, so we wanted to create a way for our customers to reach more prospective sellers, to ultimately win more instructions.

“The flexible nature of Native Search Ads means that agents can use [the ads] in different ways to suit their marketing strategy and business, whether that’s highlighting their unique offering, sharing helpful guidance, or directing people to their own website to find out more.”