Breaking Property News – 08/05/24
Daily bite-sized proptech and property news in partnership with Proptech-X.
Zoopla to spend more on marketing
Zoopla, property website, has launched a new eight-week marketing campaign on bank holiday Monday to support agents during the key moving months of May and June. The campaign, which follows a 41% increase in Zoopla’s marketing spend for 2024, will drive extra sessions on top of the seasonal uplift and an estimated +34% uplift in vendor leads for agents.
Zoopla will continue to position itself as the #1 portal for potential vendors*, and how this helps homeowners unlock their next best move, through its long-running and successful ‘Kids Party’ and ‘Nana’s Cottage’ TV adverts which will be seen by an estimated 46m adults during the duration of the campaign.
The campaign will saturate popular events and cultural moments such as the Euro’s and FA Cup finals on high-impact channels including TV, VOD, YouTube and Social media channels, whilst also being visible on the Zoopla homepage and app.
The campaign will be further supported by an increased regional marketing presence in high-performing regions of the North West and West Midlands across channels including local radio (Smooth, Capital, Heart & Greatest Hits), strategically targeted OOH and ‘Zoopla purple’ taxis which launched in March. All of this will ensure Zoopla is thought of first when it comes to selling, contacting an agent or finding your next home.
This second marketing campaign of 2024 will help agents make the most of improved market sentiment, with 1.1 million transactions forecast for 2024 despite headwinds in the mortgage market and sales agreed up 12% year on year. The campaign’s call to action and onsite content on Zoopla.co.uk will also help prime buyers and sellers to make a move and will highlight how Zoopla can support them with their moving decision in 2024.
Additional marketing activity coming soon includes national scale brand partnerships and integrated partnership with one of the UK’s property programmes which will be launching in the summer.
Commenting on the launch, Nikki Cole, Director of National Sales for Zoopla said: “One in two UK adults turn to Zoopla first when they’re looking for a valuation and our latest marketing campaign continues to build on this successful platform. We’re all about delivering agents prepared and educated sellers through our marketing and getting the property market moving faster as a result.”
Andrew Stanton Executive Editor – moving property and proptech forward. PropTech-X
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