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Zoopla launches campaign to catch up and overtake Rightmove

After many years spent happily describing itself as the UK's 'No.2' property portal, its new leadership team now have more ambitious plans.

Nigel Lewis

Zoopla is about to launch an aggressive campaign to overtake Rightmove and has signed up with a high-profile London creative agency called Lucky Generals as part of its plan.

The portal has until now referred to itself as the UK’s ‘No.2’ portal. The shift in its positioning reflects Zoopla’s desire to also put some distance between it and its burgeoning other rival, OnTheMarket, as well as catch up with Rightmove.

Lucky Generals is to start work immediately following a competitive pitch and has been given a brief to highlight the role the portal plays in the lives of renters, buyers, sellers and landlords.

Gary Bramall - Zoopla - image“Our ambition is to be the UK’s number one property destination and in Lucky Generals we have found the perfect partner to help us reach our goal”, says Gary Bramall, Zoopla’s Chief Marketing Officer (left).

“Their ability to combine incredible creative ideas with an unrivalled strategic insight made them stand out in a competitive field.

“They understand our brand and had great chemistry with the team. We can’t wait to begin working with them.”
Lucky Generals CEO Katie Lee said: “Sometimes when you meet a team you just know that you’ll walk over hot coals to get to work with them.

“They’re an inspirational leadership team in a category that we are all completely obsessed by, on a mission to become number one. We’re looking forward to helping them do it.”

Since being bought by US equity fund Silver Lake Zoopla has undergone a significant leadership and talent overhaul and been given more aggressive growth targets.

October 11, 2019

One comment

  1. Rumour has it that Lucky Generals, of Danny Brooke-Taylor may well leverage the image of Zoopla to a different level with their quirky and attention grabbing style. But, I think the gamechanger may be if Zoopla do the unthinkable and go the ‘self listing vendor’ route. Allowing the general public to leap frog the agent.

    It has long been argued that due to its lower price to use, in some cases approximately 50% to 60% less than RM, many agents would eat the fact that Zoopla allows vendors to self list alongside properties listed by agents. Whereas, if RM tried to go down this route with their more expensive offering, there would be a mass exodus of agents.

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