Timing is everything in comedy and many estate agents are likely to raise an eyebrow at the latest announcement from OnTheMarket.
It has this morning revealed it is launching a major new TV advertising campaign promoting one of its key features – properties that are uploaded by member agents 24 hours or more before the other portals.
This comes just a few days after OTM was admonished by the Advertising Standards Authority for a previous TV campaign with a similar message.
The watchdog asked it not to repeat claims that all the properties uploaded by its agents each month were added before being listed on Zoopla and Rightmove, something it has avoided this time.
The new ad is designed to drive more property alert sign-ups and focuses of a young family who have missed out on ‘another perfect house’ but find out that OTM has ‘thousands of new properties to buy or rent every month, 24 hours or more’ before they’re available to its two rivals.
The ads are being screened in three time formats of up to 60 seconds long and were created by its agency Half-full Creative and feature the Chas and Dave song ‘Margate’ off their 1982 Album Job Lot.
It’s an ode to the wonders of jellied eels and the other delights of the Kent seaside resort, although the lyrics and tone of the original song have been tampered with, fans of the cockney duo will be horrified to hear with ‘Down to Margate’ being replaced with ‘OnTheMarket’.
The ad (see below) will start appearing on TV today including a slot during tonight’s Emmerdale on ITV. It ad will run for the remainder of September and be shown 3,000 times.
“We want to ensure that anyone searching for their next home doesn’t miss out and sets-up a property alert with us,” says OTM’s CEO Ian Springett (left).
“We believe we have created a memorable, intrusive and fresh campaign to appeal to the broad audience and give property-seekers a compelling reason to search at OnTheMarket.com and engage with the portal.”
Watch it here: