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Zoopla launches ‘My Home’ media partnerships encouraging reluctant homeowners to make a move

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Essence

26 May 2021, London - Zoopla, the UK’s most comprehensive property destination, has unveiled media partnerships with The Guardian and Bauer Media to support the launch of its My Home experience.

The partnerships, in collaboration with its media agency Essence, aim to nudge the 42% of UK homeowners who are considering whether to sell their property into putting their homes on the market.

As the natural start of the home moving experience, My Home provides homeowners with knowledge and insight to guide them on whether it’s time to sell. Homeowners can get an instant online estimate of their home’s worth, track their home over time, check sold prices of properties nearby, view a pictorial timeline of their home’s sales history, and connect with expert estate agents in their area for an accurate in-person valuation.

As part of the multi-million pound national Zoopla My Home campaign, the partnerships run until mid-August. They include content published across The Guardian’s print and digital platforms and Bauer titles including Hits Radio Network, Greatest Hits Radio and Grazia.

Gary Bramall, Chief Marketing Officer at Zoopla, said: “We want to inspire those homeowners who are perhaps a little more reticent and sentimental about their homes to get moving with the help of My Home. Our targeted campaign talks specifically to those who may need to up or downsize their home and offers practical advice about how to take that next step.”

Clare Sargeant, Client Director at Essence, said: “The campaign aims to drive awareness of My Home across a broad range of audiences, using some of the UK’s most popular digital and radio brands. The targeted local approach of the radio campaign ensures the messages are tailored for maximum impact while feeling engaging, entertaining and informative.”

The radio promotion includes an interactive game of ‘higher or lower’ based on house prices from Zoopla, with listeners brought on air to play.  Driving listeners to the competition website, the campaign includes both national and localised messaging.

The Grazia advertorial series will spotlight friends of the magazine sharing their homemoving stories, which will also be replicated in the digital magazine. Digital content will be supported by a promotional package of digital native ads and social amplification.

The Guardian Labs campaign, its first ever brand partnership with a digital property company, will run a series of online featured articles, plus a cover-wrap of the Guardian Weekend magazine. The articles will cover a range of homeowner topics touching on people’s reluctance to move, sentimental value in their homes and exchanging the city for village life. Paid and organic social activity from Guardian Labs will promote the digital content.