findaproperty.com, one of four UK property portals owned by The Digital Property Group (DPG), has launched its latest national marketing campaign.
DPG says that a recent survey of findaproperty.com visitors found that 76% of respondents would still consider moving despite the current market conditions.
Hoping to build upon these first signs of optimism, the campaign is built around the idea of ‘what makes a home’ and targets those who are continuing to move, or have expressed an interest in moving, in spite of the difficult market conditions.
Sarah Boorman, findaproperty.com’s Marketing Director comments: “The findaproperty.com campaign is focussed at connecting people with their dream home across a broad range of property types and values. We’re canvassing the sentiments behind buying a home and have created an uplifting campaign to target the growing number of aspiring home buyers and renters.”
The campaign introduces ‘real people’ as the stars of the ads, communicating their home buying experiences and what it means to them to own a property. Interactive case studies are hosted on findaproperty.com, with visitors to the portal encouraged to add their views about what makes a home and become the stars of the next phase of the campaign.
The campaign will run across local and national print and online media including Metro, London Lite and the Evening Standard, jobsite.co.uk, metro.co.uk, thisismoney.co.uk and the Northcliffe Media network of local sites. There are also plans to bring the campaign to radio with the voices of home buyers featured in the advertisements.
Boorman continues: “We are acutely aware of the pressures felt by our member agents and our marketing emphasis has adapted to become a more targeted approach driving highly valuable leads to our customers. We will continue to invest in new product development, our new Insight tool and customer service – essential measures to help our member agents in this challenging market.”
Combining their four websites, The Digital Property Group are currently the second most visited UK property portal and, according to comScore figures from November 2008, need just 212,000 unique visitors to catch UK market leader rightmove.com. findaproperty.com is the company’s biggest portal. It was launched in 1997 and now publishes the details of over 650,000 properties to buy or rent from over 10,000 different agent offices.
findaproperty.com’s sister website, primelocation.com, is due to launch its own separate marketing campaign in early March.
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- New Widget from findaproperty.com
- findaproperty.com Release UK Rental Index
- Prices Wars at findaproperty, primelocation
- Street View Expands to UK and Europe
- Vebra Launches New Agent Software
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How ‘vanilla’ this approach is, I haven’t seen the creative until now and I think it is very bland. Very safe and unmemorable.
It actually reminds me a bit of the IKEA campaign reminding people that it’s not about moving, it’s simply about family and how well you decorate your pad.
I can’t see how this will drive anyone online in the current market to look at their site, it’s more or less going to remind people to stay at home and cherish their loved ones.
Bring back the ducks. Talking ducks were so much more memorable! However they mustn’t have worked if they have been replaced by people standing outside on the road saying how much they love their homes with no home to be seen??