Zoopla urges agents to keep offices open as it gets set to launch high impact, ten week marketing campaign
18th December 2020
Starting on the 21st December, the campaign represents Zoopla’s most digitally-focused campaign yet, with continued activity at both a national and hyper-targeted ‘town/city’ level
Campaign to drive 19m sessions, and a 25% increase in visits to Zoopla over the festive period* - with increased traffic directed straight to Zoopla’s agent partners
Targeting second and third-steppers in need of more space, the campaign will harness Zoopla’s tools, market intelligence and unique local data to drive more quality buyer and vendor leads
Zoopla, the UK’s most comprehensive property destination, is preparing to unveil a major new ten week marketing campaign, set to go live on 21st December.
Reporting the busiest run up to Christmas for the housing market for over a decade, and with new sales agreed up 38% on the same period in 2019, Zoopla’s new campaign will maximise this unprecedented market opportunity for agents with more targeted digital activity than ever before. Using the smartest market intelligence and leading research and insights, the campaign will engage, support and galvanise vendors and applicants where they are - at home - and drive them straight to Zoopla’s agent partners.
Targeting existing homeowners, and specifically second and third-steppers, the campaign will capitalise on their collective need for more space, indoors and outdoors, which came to fruition as a result of lockdown.
Building on the success of last Christmas, the campaign is expected to drive 19m sessions, and a 25% increase in visits to Zoopla over the festive period compared to the previous year. This realises a new level of potential for agents, and Zoopla is urging its customers to remain open over the festive period to make the most of this ongoing upsurge.
Zoopla will resurrect its successful 30 second television ‘Power Tools’ advert, which speaks to Zoopla’s understanding of users who have been dreaming about more space and/or tackling the projects that help them to get it. This culminates in a heart-warming, relatable TV moment sharing Alex’s renovation project, voiced over by actress Diane Morgan (star of BBC Two comedy, Motherland). The advert will air across Channel 4, Sky, and ITV, during programmes such as Emmerdale, Sarah Beeny's New Life in the Country, and Great British Bake Off: The Winners.
The fully integrated campaign will appear across a breadth of media channels, including TV, YouTube, VOD, Display and social, and will feature Zoopla’s brand positioning - ‘We know what a home is really worth’. The campaign will drive a national presence for Zoopla, balanced with a targeted local campaign in key towns and cities.
“Lockdown led people to make a once-in-a-lifetime reassessment of their home, where it falls short, and what it needs to deliver,” explains Gary Bramall, Zoopla’s Chief Marketing Officer. “Key to this is the search for more space, both inside and outside, creating an as yet unexhausted opportunity for agents to capitalise on those prospects who are yet to fulfil that ambition to move.
“From those who intend to enter the market in January in a rush to beat the stamp duty deadline, to those who simply want to take their time and move over the next six to twelve months, the scope for new business is broad, and Zoopla is poised to pique and nurture the appetite of every prospective move.
“Our market-leading data tells us that second and third steppers are the key to unlocking this potential, specifically the 35-54 age bracket of existing homeowners, who harbour the aspiration and financial ability to move in the near term. After a year of putting their lives on hold and distancing, they are ready for a new start in 2021; they’re more cognisant of how their home does and doesn’t work for them as a result of COVID, which is why we’ve put them at the centre of our new campaign.
“This cohort is also less dependent on the stamp duty holiday, which is why we’re conscious that building momentum across January and February will continue to bear fruit for agents for the succession of campaigns that we have planned through 2021.
“We’re confident that the annual Boxing Day peak will prove significant this year; with more people spending more time at home, in smaller bubbles, having the perfect living environment will mean more than ever, leading to a sustained upsurge in market activity throughout January and into February. This is why we’re launching our campaign earlier and urging agents to keep their branches open as much as they can. It’s unlikely that their investment of time will be wasted.”
Founded in 2007, Zoopla is a successful property marketplace offering services to renters, buyers, sellers and landlords across the UK. Its website has around 55 million visits a month and 1.4 million unique users a month.
The company returned to private ownership in July 2018 after a purchase by a group led by global private equity firm Silver Lake. Since the purchase, a new leadership team has been implementing a focused strategy, investing substantially in talent, technology, marketing and sales to help Zoopla improve the service it offers consumers and to meet its ambitious growth plans.
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For further information, please contact PR Team on [email protected] or +44 (0)20 3873 8770.
Hello. We're Zoopla. A property website and app.
We know you're not just looking for a place to live. You're looking for a home.
Yeah, we've got over a million properties for you to browse.
Tools that let you filter them in all kinds of clever ways.
And reliable house price estimates, so you can be sure you aren't paying over the odds.
But we know you're looking for more than that.
Because that first flat won't just be a 'great investment opportunity'.
It'll be the feeling of starting out on your own.
That extra bedroom won't just mean another £20K on the re-sale price, it'll mean having your sister over to stay.
And that bungalow won't just be a way to release some equity, it will be a chance to spend more time with the grandkids.
We know that searching for a home is about more than just checking its price, location and features (important as all those things are).
What really matters is how it makes you feel.
We know what a home is really worth.
So let us help you find yours.
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