Rightmove is launching a new nationwide marketing campaign designed to help estate agents generate more confident and better-informed buyer enquiries.
The campaign, which launches tomorrow, will run across television, video-on-demand, YouTube, social media and outdoor advertising as the portal looks to reinforce its position at the centre of the home-moving journey.
Rightmove says the campaign is focused on helping consumers better understand what they can afford using the platform’s tools and services, with the aim of improving the quality and intent of leads sent to agents.
The activity forms the latest stage of Rightmove’s “Believe It” brand platform, first introduced in 2023, and comes at a time when affordability pressures and economic uncertainty continue to weigh on buyer confidence.
ACHIEVABLE MOVE
The campaign’s main advert was filmed in the north of England and centres around moments where potential movers begin to realise a move could be achievable.
These moments are represented visually through a distinctive “glow”, designed to symbolise growing confidence and possibility.
The adverts will appear during programmes including Gogglebox on Channel 4, ITV’s The Neighbourhood and the World Seniors Snooker Championship on Channel 5.
Rightmove says the campaign is expected to reach 90% of UK target adults, helping drive traffic towards agents’ listings and brands featured on the platform.
The launch reflects growing competition between property portals and wider industry efforts to convert tentative market interest into committed buyer activity as the housing market adjusts to higher borrowing costs and softer consumer confidence.
MEANINGFUL OUTCOMES
Matt Bushby, Chief Marketing Officer at Rightmove, says: “This campaign is about supporting home-movers earlier in their journey, so they approach agents with greater confidence and clarity.
“By highlighting how our tools help people understand affordability and next steps, we’re helping our partners benefit from better-informed and more motivated enquiries.
“Reaching the UK’s largest home-moving audience at scale allows us to deliver meaningful outcomes for agents.”
Watch the advert HERE.
