Zoopla has launched a new national marketing campaign which includes TV, video on demand, digital and social channels, and will also feature in cinemas for the first time in five years.

The new campaign, which will run for 14 weeks, is designed to increase in valuation leads for estate agents, and in turn boosting listings for the property portal. 

Zoopla claims that its latest marketing efforts has already led to a 35% in valuation leads for agents over the past week.

The property website hopes to appeal to as many vendors as possible, especially those currently stuck in a ‘thinking about it’ phase.

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.

The portal estimates that its latest marketing campaign will drive an uplift in vendor leads by about 13% – in addition to an average 20% increase in vendor leads between the months of March and April across all regions of the UK.

Zoopla hopes that the campaign will also drive consumers to better understand land sold information and get a property estimate, helping to generate fresh leads for agents.

Zoopla’s new TV adverts, which the property website says 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 below:

‘Kids Party’

‘Divorcee’

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 Morg, 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, remarked: “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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