The UK’s largest regional newspaper and digital publisher Trinity Mirror, is to “fight back” against the increasing slice of agent marketing spend taken by Rightmove and Zoopla.
Trinity Mirror has 140 regional newspapers including the Manchester Evening News, Birmingham Mail and Bristol Post – and 80 websites. It also owns the Daily and Sunday Mirror.
The campaign aims to persuade agents that Trinity Mirror’s online and print titles are the best way to ensure they are one of the ‘three’ agents that vendors and landlords traditionally ask to appraise their properties before choosing one to instruct.
The message, #Be1ofthe3, is that the major portals “don’t want agents’ brands to stand out – it’s not good for their business model – so they suppress them”.
“Agents need to consider other forms of marketing to build their brand presence in the regions they operate within,” says Trinity Mirror whose titles reach three in four UK adults each month, and claims a bigger online audience than the other news publishers.
Paul Spencer, Head of Property for Trinity Mirror, says, “In this current low-stock market, what good are the likes of Rightmove and Zoopla if agents don’t have strong enough brand recognition to be one of the three agents invited to appraise properties, and so have little stock to advertise?”
“This isn’t about having to make a choice between newspapers and property websites, it’s about recognising that they both have a really important role to play, and not putting all your marketing eggs in one basket. A multimedia approach is key and our news brands are as important now as they ever have been to winning new business and driving potential buyers online.”