Rightmove, one of the Top 10 UK Property Portals, is rolling out a major new consumer campaign encouraging vendors and landlords to get their ‘Market Intelligence’ from Rightmove member agents this summer.
The company has invested in a visually striking and cutting edge HTML5 interactive video which enables users to enter a specific postcode and then takes them on a journey around their local area. During the exploration, users are presented with a range of local market intelligence such as local house price trends, rental market yields and property presentation tips.
Rightmove Director, Miles Shipside commented: “In a market where new sellers outnumber successful buyers by an average of around 2:1, it’s important that vendors have access to the right market intelligence about what it takes to sell. Our Market Intelligence campaign will drive home the importance of Price, Presentation and Promotion, complimenting and supporting the key messages that many agents regularly use. We know that a property gets the most interest on Rightmove when it is launched as a new instruction or re-launched, for example with a price reduction. The contributing factors that have the biggest impact on these are the 3 P’s so it is imperative sellers and landlords consider them carefully.”
The Market Intelligence campaign follows on from the success of last summer’s ‘Chance’ campaign and will be highly prominent across the Rightmove website over the next few months.
Shipside adds: “The importance of intelligent research and the 3Ps in selling and letting are all key messages that good agents have been using for many years. Our aim is to leverage our exposure with the home-moving public to drive home those messages this summer on behalf of Rightmove advertisers. In a competitive market it’s vital that vendors and landlords understand the importance of finding a winning combination of an attractive price, compelling photographs and an alluring description. This summer we’ll be telling the 10-12m home-hunters visiting Rightmove each month that the best way to do that is to gather the right Market Intelligence and work closely with their local agent.”
The campaign’s innovative HTML5 interactive video will sit within a dedicated landing page microsite featuring a variety of further property market intelligence tools.
The reach of the campaign will also be broadened by significant investment in digital advertising campaign across a series of major consumer websites. Agents can also receive Market Intelligence-branded promotional materials if they wish to maximise link up with the campaign.