Moving up the marketing ladder
Under attack from a new competitor, Zoopla wanted to make sure its existing and potential clients fully understood the benefits of its services.
It had lost 23% of its customers to OnTheMarket, which was offering estate and letting agents preferential deals if they signed exclusively with it and only one other property portal.
As the number two in the market – behind RightMove – Zoopla was hardest hit by this tactic. It responded by re-examining its B2B marketing, and as a result commissioned Happen to develop and produce a series of video animation explainers, with the aim of convincing agents to stick with or switch to Zoopla.
Animations that explain
In consultation with the Zoopla team, Happen developed a look (including a cast of characters) and format for the animations. These explained how Zoopla’s key digital products worked and showed their impact on customers’ businesses. We made explainers for almost all of Zoopla’s products: from its remarketing service AdReach, to Property File, its app for tenants, vendors and agents. Our animations were distributed via traditional digital channels and also used in presentations by Zoopla’s 100+ strong sales team.
Video interviews
Happen also helped Zoopla overhaul the content section, Extra, of its ZooplaPro portal for agents. We assisted with its redesign and drew up a content plan with its B2B marketing team. We also worked with them to develop and produce a series of short thought leadership video interviews with Zoopla senior staff. These provided actionable advice for agents about how to make their businesses more effective online.
Communicating new services
We also worked closely with Zoopla to explain the strategy behind its acquisition of the price comparison website uSwitch and the Property Software Group, which provides cloud and desktop services for estate agents. The strategy has allowed it to offer more services and, by integrating their platforms, new ways for agents to serve their customers and make money. We produced content explaining this ‘market, manage and maximise’ strategy aimed at its customers and investors.
- 600
- Won back 600 estate agents
- £87m
- revenue up by 9%
- £927,000
- properties up 10%
Video guides with Phil Spencer
Happen also worked with Zoopla’s B2C team. We made a video about its Running Costs tool with TV property expert Phil Spencer, and produced a series of video guides with him to promote Zoopla’s new Move service to homemovers. Move guides people through the moving process, helping them prioritise jobs, find vetted moving services and save time and money. The series features advice for buyers and sellers and formats created for Facebook and Instagram.
These new videos and animations have helped us win new customers and convince existing ones to use more of our services. We couldn’t be happier.
Danielle Gauci, Head of Marketing, Zoopla Property Group
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