Property marketplace Zoopla has unveiled a national multimedia campaign in a bid to encourage more people to value their homes.
Rolling out on TV, video on demand, digital and social channels, the campaign intends to increase valuation leads for estate agents and boost listings on the brand’s website.
The brand claims that its most recent marketing projects have led to a 35% rise in valuations.
The news comes as the cost of living crisis rages on and property price growth slows.
The two accompanying 30-second TV spots both tap into the ‘real life’ changes that cause people to think about moving. Both ads depict funny but awkward situations in which people ask their home-owning friends how much their homes are worth. One recently divorced man is asked how much he will get for his house ‘when’ he has to sell it, and another woman kills the mood of a kid’s party when she enquires about the cost of the home.
Zoopla wishes to not push valuation leads with these ads, but also hone in on high value owners to push them to check the value of their properties.
As well as these films, the fully integrated campaign will feature across a variety of social media channels and for the first time in five years be displayed in cinemas.
“The lack of supply has been a real challenge in the property market for some time now,” Zoopla chief marketing officer, Gary Bramall, said.
“By shifting our campaign messaging in the new creative, we’re confident we can support agents when it comes to nurturing that all important future seller pipeline, and ensuring they’re set up for success as we head into the second half of the year and beyond.”
The adverts contain voice overs by actress Diane Morg, star of BBC Two’s comedy, Motherland.
“The sooner we can start and maintain conversations with prospective sellers the better, and Zoopla’s campaign will support us with exactly that,” Ocean Estate Agents marketing director Andy Norris added.
“Encouraging the nation to do their research on Zoopla is also beneficial as the more informed sellers are, the easier our job is when it comes to confirming the selling price.”
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