Zoopla spending to win

07 Jan 2019

Zoopla.co.uk, the No.2 real estate portal in the U.K., is ramping up its efforts to challenge its rival RightMove. The company has announced plans to increase its marketing spend by almost 25 percent in the first quarter of 2019.

Its latest ad campaign (watch the ad below) has already been appearing during prime-time, across leading British TV channels, video-on-demand, radio, and YouTube. The company said 90 percent of ABC1 adults will see the ads 12 times.

This continues Zoopla’s trend of spending heavily on advertising. According to Nielsen’s AdDynamix, it’s spent more than any other real estate portal in the past five years.

Zoopla has made major changes to its property business since its acquisition by Silver Lake was completed in July 2018. Key changes include new leadership in the form of CMO Gary Bramall, a new agent-focused strategy, and ending its Facebook Marketplace relationship.

Industry news site Property Reporter reported that Zoopla removed non-property related advertising from its listing detail pages, resulting in faster page speeds and more leads for agents.

It has also added agent-friendly features like including the user’s search criteria in email leads, and the launch of its new Property Valuation Report; which aims to help agents win more instructions.

These structural changes, combined with a big ad push, put Zoopla on a strong footing for 2019.

It will be looking to surpass its 2018 traffic high of 58.3 million (it averaged around 50 million a month) and the 11 percent annual increase in app downloads, which stand at 11.2 million. 

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Cila Warncke

Cila joined AIM Group in 2014 as writer/analyst for Spain. An Anglo-American living in Ibiza, she brings extensive international writing and consulting experience to the role. Educated at University of Pennsylvania (BA) and Glasgow University (MLitt), she has worked for wide range of consumer and B2B publications and companies in Europe and the USA, writing on topics ranging from marketing to travel to music to ultra-marathoning. She uses her writing, research and analytical skills to help clients tell their stories, grow their business, reach new audiences, build loyalty and exploit new media channels. Cila is also an award-winning essayist, creative writer and founder of Creative Writing Ibiza.