NEWSbeat
PORTALS Portals look for the X Factor
Rightmove, Zoopla and FindaProperty are all on TV – now! Simon Cowell is
nowhere to be seen but as the Zoopla advertising campaign beds in with their amusing ‘cosy couples’ scenes, the battle for TV supremacy is fierce as the property portals turn to X Factor and similar shows to reach their audiences.
FindaProperty.com has launched a six-week campaign and Rightmove has joined the fray with its ‘Safari’ TV campaign for the third time this year. The advert kicked off with slots during X-Factor, ITV News and Grand Designs. Rightmove director Miles
Shipside said, “September heralds the start of the key autumn market and we hope this campaign will drive even more buyers, sellers, landlords and tenants to visit the site and take advantage of the services that Rightmove member agents provide.” Comscore figures for July
showed Rightmove in the top 10 most popular websites, ahead of Primelocation (126th), Findaproperty (134th), and Zoopla (224th). Shipside adds, “Rightmove
have been investing in TV advertising for the best part of a decade as we feel it is the best means of attracting traffic and promoting the agents who advertise with us.” Findaproperty say that
across the country, 90 per cent of the UK’s adults will see their advertising through a campaign starting with a prime slot in X Factor and on other popular shows, also including Grand Designs.
Sheraz Dar, Brand Director of The Digital Property Group, comments, “The spring promotion saw brand awareness and site visitors reach record levels, prompting a huge 46 per cent increase in enquiries. We received fantastic feedback from our member agents, who were really pleased to see strong uplifts in viewings and enquiries as a result of the campaign. That’s exactly why we’re going back on TV.”
TDPG saw a 46% increase in level of enquiries after the last TV adverts. Zoopla’s first TV campaign
started in August and the portal has announced a 23 per cent increase in visitors to its website and significant increases in the number of searches conducted. There was a 26 per cent increase in leads sent to agents over the previous month. Alex Chesterman, CEO of Zoopla said, “Our current TV campaign has been very well received by consumers and agents and we are delighted that our significant marketing investment is paying dividends for all our agent members with increased exposure and levels of enquiries.
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