Who are we targeting?
For the past couple of years, we’ve been focused on getting homeowners to understand the value of their home – and then contact an agent to get a detailed valuation and to sell.
That’s helped keep our vendor lead numbers performing strongly.
However, it’s still a tough market out there. And, our research team has highlighted that affordability is still going to be a big challenge for many in 2024.
So, the focus of our latest campaign is motivated movers – such as first-time buyers, and second- and third-steppers – who we’ve identified as being most likely to take the plunge the soonest.
This campaign is just the beginning of our planned activity in 2024. And we expect this first campaign alone to result in a 39% increase in year-on-year campaign-driven lead volumes for agents.
Which Zoopla ads are going live this Christmas?
You’ll be seeing the return of our ‘Nana’s Cottage’ TV advert, which will run alongside Kids Party.
Both performed strongly over the same period last year, as a stand-out combination compared with the typical Christmas messaging seen on TV.
You’ll see them across TV, video on-demand and Youtube during some of the most viewed festive programming, including Home Alone, Love Island All Stars, Gogglebox and the Great Christmas Bake Off, plus a host of key Premier League fixtures over the new year period.
This new burst of activity from us will be live for 8 weeks until early March – but you’ll also be seeing us more prominently on a big range of platforms throughout the year, to keep your customers returning to your listings.
What’s happening besides TV?
As part of the campaign, we’re also launching AI-powered locally tailored messaging in 45 local authorities through Facebook and Instagram.
And, we’re also using YouTube to deliver additional market information to drive consumers directly to local listings pages on Zoopla.
There’s a regional focus too: agents in Birmingham, Manchester and Liverpool can also expect to see Zoopla’s iconic purple taking over taxis in these cities, giving local awareness of Zoopla among buyers and sellers a big boost.
