Hate estate agents?
Zoopla is the UK’s most comprehensive property website, focused on empowering consumers with the resources they need to make better-informed property decisions. They help our users make sense of the residential property market by combining property listings with market value data, local information and community tools.
Zoopla is hugely dependent upon estate agents, lettings agents and new homes developers for not just their revenue, but also goodwill and support.
We love them.
Zoopla were brave enough to take a universal and simple truth: ‘Everybody hates Estate Agents’ and turn it on its head. The juxtaposition became simple: Zoopla – ‘We love Estate Agents’.
The result was one of the industry’s most talked about campaigns and a discernible shift in estate agents’ perceptions of Zoopla versus their major competition.
The campaign ran in all major trade publications as well as on emails and in specifically targeted DM to prospective estate agents. By using sophisticated data analysis we were able to pinpoint exactly how many leads an agent had missed out on in his particular area. We then sent them a ‘love letter’ which explained the number of ‘dates’ they had missed in the previous week.
And our clients love us.
“This was a campaign which felt right from day one. We were convinced that there was an opportunity to communicate with agents in a much more friendly and empathetic way than was the norm in the industry.
‘We Love Estate Agents’ has given us a distinctive platform and a new voice in the market. It has revolutionised the way we are viewed and made the job of our salesforce so much easier. We now find that Estate Agents are genuinely pleased to see our reps!
This is by far our most successful trade campaign to date.”