Property portal Zoopla is ramping up its local marketing efforts in the run-up to summer as it increases marketing spend by more than 40% this year.
The move to localise adverts comes in the wake of an eight-week marketing campaign created to support estate agents during the key moving months of May and June.
The campaign, which follows a 41% increase in Zoopla’s marketing spend for 2024, will drive extra sessions on top of the seasonal uplift and an estimated 34% uplift in vendor leads for agents. Zoopla says the new push will ensure that 12m consumers across the UK will see its content and advertising this summer, with messaging localised to their area.
The property website will also continue to show its long-running and successful ‘Kids Party’ and ‘Nana’s Cottage’ TV adverts which are expected to be seen by an estimated 46m adults over the eight-week period.
The campaign will saturate popular events and cultural moments such as the Euro’s and FA Cup finals on high-impact channels including TV, VOD, YouTube and social media channels.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The campaign will be further supported by an increased regional marketing presence in high-performing regions of the North West and West Midlands across channels including local radio (Smooth, Capital, Heart and Greatest Hits), strategically targeted OOH and ‘Zoopla purple’ taxis which launched in March.
Zoopla will also be running a hyper-localised email marketing campaign, designed to reach almost two million users a month.
Using AI, Zoopla creates over 370 local market reports which are tailored to where a user is looking to move. These are some of Zoopla’s most highly-engaged emails and drive an additional 100,000 users to find out more about their local market on Zoopla.co.uk.
This second marketing campaign of 2024 will help agents make the most of improved market sentiment, with 1.1 million transactions forecast for 2024 despite headwinds in the mortgage market and sales agreed up 12% year on year.
Additional marketing activity will include national scale brand partnerships and integrated partnership with one of the UK’s property programmes which will be launching in the summer.
“It’s no secret that Zoopla has unrivalled market and audience intelligence and our latest regional campaign allows us to showcase this to agents and consumers in their local area,” said director of national sales, Nikki Cole.
“We look forward to empowering consumers to use this insight to make better home-buying decisions, and supporting agents during these summer selling months as a result.”
