The gloves are off in the battle of Britain’s property portals. Zoopla and Rightmove, two of the industry’s titans, are going head-to-head this Christmas with rival marketing campaigns aimed at securing the hearts (and clicks) of home movers – and the loyalty of estate agents.
Both portals have chosen Christmas Day to launch their campaigns, leveraging the festive TV audience and the Boxing Day property boom to stake their claim as the ultimate mover’s ally. But while the goal is the same – to help agents win more business – the strategies couldn’t be more different.
Zoopla (main image) is doubling down on its mission to empower movers and champion estate agents. Their campaign, the first new TV advert in two years, promises to deliver confidence, tools, and insights to help movers make their next step with ease.
The centrepiece is a series of TV ads showcasing real British homes and celebrating estate agents as the heroes of the home-moving journey.
TOP-TIER PROGRAMMING
Zoopla’s ads, airing during top-tier festive programming like Downton Abbey: A New Era and the Premier League, aim to inspire movers by putting agents front and centre.
Rich Hayes, Zoopla’s Chief Operating Officer, is bullish about the portal’s ambitions for 2025 and says: “Agents can expect to see and feel Zoopla a lot more in 2025. We’re celebrating their critical role and positioning Zoopla as the home of motivated movers ready to win at moving.”
Backed by an integrated campaign across Amazon Prime, YouTube, and even its partnership with England Cricket, Zoopla is making sure it’s unmissable.
And with promises of new tools for movers to find the right agents, understand market demand, and calculate affordability, Zoopla’s message is clear: we’re the movers’ MVP.
BELIEVE IT
Rightmove is coming out swinging (or or swimming – ed), with its campaign, “If They Can Find It, So Can You”, building on its 2023 “Believe It” platform.
This time, the focus is on the portal’s unrivalled selection of properties, reminding movers that no matter how unique their requirements, they can find their perfect match on Rightmove.
The star of Rightmove’s Christmas Day TV ad is Zoe, a professional diver who finds her dream home by the sea, allowing her to dive into the waves every morning. The tagline? “If Zoe can find hers, so can you.”
Rightmove’s marketing push goes big, spanning TV, cinema, social media, radio, and outdoor advertising. The campaign is designed to highlight the platform’s diversity, showcasing quirky stories and trends that emphasize the UK’s largest property selection.
With a reach of over 60 million people, Rightmove is flexing its scale and status as the go-to portal for movers of all kinds.
CONTINUED RIVALRY
The campaigns highlight the continued rivalry between the two portals. Zoopla’s focus on motivated movers and its partnership with agents contrasts with Rightmove’s emphasis on being the nation’s largest property marketplace.
Estate agents and home movers alike will be the ultimate judges of success.
Will Zoopla’s agent-centric approach resonate more with the industry? Or will Rightmove’s broad appeal and massive reach steal the show?
One thing’s for sure: this festive season, the battle for Britain’s property movers is as competitive as ever.
Watch the new Zoopla advert HERE.
Watch the new Rightmove advert HERE.
