Project: We love estate agents
As one of the UK’s leading property portals, Zoopla is hugely dependent upon estate agents for not just their revenue, but also goodwill and support. 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 digital marketing and in specifically targeted DM to prospect agents.
‘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”