Zoopla to launch Pinterest ads as it unlocks next generation of sales retargeting technology
16th November 2020
In a first for the UK property industry, Zoopla, the UK’s most comprehensive property destination, has teamed up with Pinterest, the leading sharing and social media search engine with over 10 million UK users that enables the visual discovery of ideas through images, or ‘Pins’.
The exciting new ad capability is offered as part of Adreach, Zoopla’s award-winning lead generation product that enables users to reach homemovers using Zoopla with targeted and hyperlocal campaigns. The work with Pinterest will support new homes developers and agents who market new homes with targeted campaigns that surface development details in the form of sponsored Pins to Pinterest users, who are actively using the site for homemoving, homes and interiors inspiration.
The campaigns, which take advantage of Pinterest’s high-intent audiences and popularity among aspirational homemovers, are supported by AdReach’s powerful retargeting capabilities and, with 43% of Pinterest users planning to purchase their dream home in the next five years, offers greater reach amongst relevant homehunters than traditional new homes marketing campaigns. At present, just 3% of Pins are branded, creating a significant audience targeting opportunity.
Powered by Zoopla’s industry-leading first party data, AdReach technology also ensures that Pinterest users can be targeted and retargeted based on:
The buyer schemes, such as Help to Buy, that they’ve sought information on
Specific locations that they have searched for
Specific price bands and budgets that they have searched within
The IP location of their device
Leads submitted to Zoopla identifying themselves as ‘looking to buy’
The promoted Pins introduce developer brands to consumers in a highly visual way, comprising of single images, multiple images or videos, and are supported by captions that outline the development and developer’s details. Users can save and share the sponsored Pins, making it easy for them to follow up with the sales process once they’ve finished ‘Pinning’.
Native in appearance, each promoted Pin can be targeted to surface in a user’s Pinterest Home Feed, within their Search Results, or in their Related Pins - appearing at opportune moments when Pinners are in ‘search mode’ and looking for associated and inspired content.
Commenting on the exciting new platform expansion, Alex Rose, Director of New Homes at Zoopla, said: “Pinterest is the number one social media platform for those with an interest in all things home. 85% of users use it to plan key life moments, and we know that it has become a hub of inspiration for homemovers - with 43% of users planning to purchase their dream home within the next five years. Pinterest is, quite simply, where the motivated homemovers are.
“But it’s also an untapped market. As it stands, just 3% of Pinterest Pins are promoted or branded in some way, and yet a third of users have gone on to make a purchase as a result of seeing branded content on site. This presents a vast opportunity for the new homes industry to take a leading position in the market to target home hunters on Pinterest and Zoopla is proud to be at the forefront of this.”
AdReach is a tool exclusive to Zoopla users. It combines Zoopla’s breadth of audience data, unreachable through traditional media buying, with retargeting approaches customers can know and trust. The result is highly effective brand-building and higher quality lead-generation campaigns.
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