Zoopla is ramping up its local marketing efforts to ensure some 12 million consumers will see its advertising content localised to their area throughout the summer.
The portal will have increased its marketing spend by 41% by the year end and this latest push will run alongside its eight-week national marketing campaign which is running until the end of June.
Zoopla is also expanding the number of area guides it has on-site with 150 added over the past three months and more in the pipeline.
The guides contain information for those considering moving to an area including average asking price, local schools, pubs and transport links.
Already its hyper-localised email marketing reaches around two million users a month with the AI generated local market reports driving an extra 100,000 users to the site to find out more about their local market.
And in the North West and West Midlands – where house price growth is outperforming the current UK average of -0.2% Zoopla will be increasing its media presence channels including local radio advertising and sponsorships (Capital, Heart & Greatest Hits).
This will be amplified by new out of home advertising which has tailored house price data to match its location and Zoopla purple taxis (main picture) which are proving a hit with agents.
NO SECRET
Nikki Cole, ZooplaNikki Cole, Director of National Sales for Zoopla, says: “It’s no secret that Zoopla has unrivalled market and audience intelligence and our latest regional campaign allows us to showcase this to agents and consumers in their local area.
“We look forward to empowering consumers to use this insight to make better home-buying decisions, and supporting agents during these summer selling months as a result.”
