Portal wars ‘back on’ as Zoopla ploughs millions into largest ever ad campaign

After months of total marketing silence from the main property portals, Zoopla has now revealed a huge push to capitalise on discontent with Rightmove.

zoopla

The portal wars are hotting up again as both Rightmove, Zoopla and OTM estate agents return to paying fully for their subscriptions and many look which offer best value.

Zoopla is the latest to join in with its biggest ever marketing campaign in the company’s 12-year history.

Over the next eight weeks at least £2 million is to be spent by Zoopla on TV including across ITV, Sky and Channel 4.

Consumers will also see the ads on social media, billboards, buses, digital audio, video on demand, display advertising and YouTube, all designed to drive traffic to its website and smartphone app, and generate more leads for agents.

The campaign will feature Zoopla’s existing and often risqué advertising material featuring the tagline ‘We know what a home is really worth’ and with a voiceover by actress Diane Morgan, star of After Life and Motherland.

Gary Bramall - Zoopla - imageGary Bramall, Zoopla’s Chief Marketing Officer (left), says: “We know agents are already enjoying a booming housing market fuelled by a combination of pent up demand and the Stamp Duty holiday and we hope this new campaign will help turbocharge that even further.

“This campaign, which aims to capitalise on this momentum and inspire people to take positive steps to secure their dream home, represents our biggest marketing spend ever with millions of pounds of activity set to go live over the next couple of months.

“Spending so much time at home has led to the nation re-evaluating about what it wants from their homes.

“Whether you are a first time buyer or a downsizer people are now more

Industry reaction

Savills UK results are robust but perhaps hint at the wealth impact of COVID-19 on the UK Housing market, whilst the average house price in the UK is around £240,000 the average price of the homes Savills sells is £1.2m in the regions is and £1.9m in London.

 


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