Portal wars hot up as Zoopla goes on marketing splurge
The portal will have increased its marketing spend by 41% by the year end and this latest push will run alongside its eight-week national campaign which is running until the end of June.
Zoopla says 12 million people will see its advertising content throughout the summer as it launches a big new marketing push which, it claims, will help agents.
The portal will have increased its marketing spend by 41% by the year end and this latest push will run alongside its eight-week national marketing campaign which is running until the end of June.
AREA GUIDES
Zoopla is also expanding the number of area guides it has on-site with 150 added over the past three months and more in the pipeline. The guides contain information for those considering moving to an area including average asking price, local schools, pubs and transport links.
Zoopla’s hyper-localised email marketing reaches around two million users a month.”
Already its hyper-localised email marketing reaches around two million users a month with the AI generated local market reports driving an extra 100,000 users to the site to find out more about their local market.
And in the North West and West Midlands – where house price growth is outperforming the current UK average of -0.2% Zoopla will be increasing its media presence channels including local radio advertising and sponsorships on Capital, Heart and Greatest Hits.
This will be amplified by new out of home advertising which has tailored house price data to match its location and Zoopla purple taxis (main picture) which are proving a hit with agents.
AUDIENCE INTELLIGENCE
Nikki Cole, Director of National Sales for Zoopla, says: “It’s no secret that Zoopla has unrivalled market and audience intelligence and our latest regional campaign allows us to showcase this to agents and consumers in their local area.
“We look forward to empowering consumers to use this insight to make better home-buying decisions, and supporting agents during these summer selling months as a result.”
Earlier this month Zoopla boss Charlie Bryant told The Neg that the portal was planning to double down on the fact that Zoopla gets the consumer at the earliest stage of the home moving process and wanted to turn that into an advantage for the agent.
