Zoopla reveals marketing push hours after OTM’s big spend announcement

Zoopla has revealed a marketing splurge during the first eight weeks of the year, just days after rival OnTheMarket announced plans to spend £46.5 million this year promoting itself following its acquisition by CoStar.

Zoopla is to kick off its effort on Christmas day featuring two of its bum-squeaky TV ads, saying the marketing push is “only the beginning of Zoopla’s increased marketing spend for 2024”.

Both TV ads, which have run before and feature a mother at a children’s party and a girlfriend having coffee at a ‘nanna’s’ home, play on the social embarrassment around discussing house values in British society.

Home Alone

Expect to see the ads during Home Alone, The Big Fat Quiz of Everything, Masked Singer and key Premier League fixtures over the new year period.

The campaign will run for eight weeks across high-impact channels including TV, video on demand, digital and social channels, and will also feature on Zoopla’s homepage and app.

Alongside this, the portal is also spending significant sums on taxi advertising in Birmingham, Manchester and Liverpool and using Facebook and Instagram to show AI-created targeted ‘local themed’ ads in 45 areas.

“Without a doubt, it’s been a challenging year for the property market – with factors like inflation, the cost of living crisis and high mortgage rates all having an impact on agents’ bottom line,” says Nikki Cole (pictured), Director of National Sales for Zoopla.

“We’re confident that our new marketing campaign will support agents with a fast start into 2024, and get the nation thinking about and using Zoopla for their next move.”