Next week Zoopla will launch its biggest ever marketing campaign.
The multi-million pound campaign is focused on driving traffic and encouraging consumers to sign up to receive information from Zoopla, in turn driving increased leads to agents.
Gary Bramall, Zoopla’s Chief Marketing Officer, said:
“We know agents are already enjoying a booming housing market fuelled by a combination of pent up demand and the Stamp Duty holiday and we hope this new campaign will help turbocharge that even further.
“This campaign, which aims to capitalise on this momentum and inspire people to take positive steps to secure their dream home, represents our biggest marketing spend ever with millions of pounds of activity set to go live over the next couple of months.
“Spending so much time at home has led to the nation re-evaluating about what it wants from their homes.
“Whether you are a first time buyer or a downsizer people are now more than ever looking for a home where they can be fit and well, build strong relationships, do their best work and pursue their passions.
“At Zoopla we know what a home is really worth now and we feel this campaign encapsulates that perfectly.
“Year on year sessions on Zoopla are up over 21% but what really matters is leads to agents and the good news is that, following the Stamp Duty holiday, both sales and valuation leads enjoyed a double-digit boost.
“The campaign is an investment on our part to keep this momentum going. I look forward to hearing from our agent partners about the positive impact it has had.”
The campaign, created in collaboration with the award-winning Lucky Generals, will see Zoopla’s brand positioning ‘We know what a home is really worth’ feature heavily across TV, social media, out of home billboards, buses, digital audio, video on demand, display and YouTube.
The positioning highlights how Zoopla understands that finding a home is not just a transaction but an emotional journey.
The lighthearted TV advert at the centre of the campaign returns to Zoopla’s theme of highlighting how people enjoy their home in different ways and the joy and sense of freedom that comes with a bigger home.
The advert, which features a voice over from Diane Morgan (star of After Life and Motherland), is set to air across ITV, Sky and Channel 4.
Alongside the marketing activity Zoopla will also be communicating with potential homemovers through a series of engaging, personalised messages that help them on their journey including the launch of a new Zooploma [which guides first time buyers through the home buying process].
This holistic approach aims to encourage more and more users to Zoopla’s website and in turn maximise the number of leads sent to agents.
EYE asked Zoopla for the actual figure being spent in the campaign. The company declined to tell us.
Diane Morgan from the Asda adverts?
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Like all marketing campaigns by the big portals, the money is being spent to strengthen the bond between the consumer and the website. In turn, this strengthens the portal brand with the intention of making it more difficult for you to cease your subscription. This is how they use YOUR money against you.
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100% true
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Most people won’t know how significant this is and what it represents- not that Zoopla are spending some money on advertising but that they have been forced to compete for their place in the market.
On ‘Duopoly Friday’ an 8 year cosyness was ended where Zoopla were content to run as a supporting act to Rightmove.
Zoopla have been complacent, Rightmove have been complacent, neither have innovated much at all in the past 10 years but on March 20th all of that was changed
On March 20th the duopoly was broken and that was the event that gave Homesearch the courage to have a go at a portal and allowed all of the challengers to up their game too.
As I have been saying for a long time ZPG was the weakest of the portals simply because they are weighted down with 5 legacy CRM systems that are becoming more difficult to support.
Here’s a sign ZPG are returning to the portal being their main focus, that’s good for the portal side of the business but it has to raise questions about the CRM systems many agents rely on.
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I thought Rummage4 was meant to be dethroning the duopoly… Whatever happened to that?
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see above, on 20th March the duopoly was broken and competition was introduced back into the space, as a result of the work I’ve done Rightmove Zoopla and OTM face competition they haven’t had to consider since 2012.
The portal landscape isn’t going back to the way it was and both Rightmove and Zoopla are having to reinvent themselves and are playing catch up with innovation they have complacently ignored.
This story is a very clear focus on portal and the public again an indication ZPG have top find a direction and find it fast. they have got to either focus on Rightmove or the challengers such as Homesearch ,Onedome Openbrix etc.
So to answer your question, the duopoly is broken and that is what I set out to do.
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After speaking to a crm support staff member there I have to agree Robert. It is surprising that after two years of SilverLake ownership there has been no innovation at all within their CRMs. No new features and no deeper links with the portal at all, nothing!! And the story we heard over a year ago of investing in the software (new hires and a new crm platform) has been completely unwound. They have just made a ton of very experienced software support staff redundant, are closing software offices and the plan of building a new crm system completely scrapped with Alto being chosen as the future path, again! A complete failure of strategy I would say.
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the CRM’s are viewed as a burden, they are because the system that never got rolled out fully to replace all the legacy systems is now a legacy system itself.
CRM should be much lighter now, less bells, less whistles and because of that £100 ought to be providing unlimited users per branch
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