‘We love estate agents’ for Zoopla, by Quick-Thinking

Summary

 Zoopla.co.uk is the UK’s most comprehensive property website, empowering consumers with the resources needed to make better-informed property decisions. They help users make sense of the residential property market by combining property listings with market value data, local information and community tools. While the property market was on a downward trend, they needed a way to communicate their unique proposition on a shoestring.

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 campaign was delivered with cost efficiency in mind, yet still resulting in one of the industry’s most talked about campaigns. While the client witnessed a discernible shift in estate agents’ perceptions of Zoopla versus their major competitors, the agency saved 24 per cent of the £24,000 budget working quickly and intelligently.

Despite the savings, the campaign ran in all major trade publications as well as on emails and in specifically targeted DM to prospect estate agents. The need for more efficient targeting led to creative solutions, such as the ‘love letter’ sent to agents detailing how many ‘dates’ they had missed in the previous week.