The UK’s largest regional newspaper and digital publisher Trinity Mirror says it is to “fight back” against the increasing slice of agent marketing spend being taken by Rightmove and Zoopla.
Trinity Mirror has over 140 regional daily and weekly newspapers across the UK including big hitters such as the Manchester Evening News, Birmingham Mail and Bristol Post plus 80 websites. It is also publisher of the Daily and Sunday Mirror and three other national newspapers.
The campaign is designed to persuade agents that Trinity Mirror’s online and print titles are the best way to ensure they are one of the ‘three’ that vendors and landlords traditionally ask to appraise their properties before deciding on which one to instruct.
Called #Be1ofthe3, the campaign message 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,” the campaign material says.
Trinity Mirror, which bought rival regional publisher Local World in 2015 for £220m to make it the largest regional media company in the UK, says its titles reach three in four UK adults each month, and that it has a bigger online audience than the other news publishers including MailOnline, the Guardian and The Sun.
Paul Spencer, Head of Property for Trinity Mirror (pictured), 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?”
“We have a unique reach and influence in the communities we serve, and in an environment where vendors and landlords are not short of choices for who to approach, brand strength early in the property journey is as important as ever.
“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.”
The campaign includes the launch of a new property supplement for Trinity Mirror’s regional titles called Property & Living (see right), as well as a suite of multi-media and social media advertising tools.