Social media first for Zoopla with ‘hyper local’ image campaigns

Zoopla is the first UK property company to launch advertising on Pinterest, the lifestyle picture-centric social media platform.

A statement from Zoopla says: “Advertising on Pinterest will support developers and agents who market new homes with targeted campaigns that surface development details in the form of Promoted Pins [advertisements] to Pinterest users, who are actively using the site for home-moving, homes and interiors inspiration.” 

The use of this platform is part of Adreach, Zoopla’s lead generation programme.

The portal says that Pinterest users can be targeted and re-targeted on the basis of their past searches for specific property-related subjects such as Help to Buy, or specific locations and price bands, as well as the IP location of the phone, tablet or computer they use. This has led Zoopla to describe this aspect of the advertising as "hyper-local."  

Zoopla says it will use the ‘Promoted Pins’ to showcase developer brands to consumers with single or multiple images or videos, supported by captions that outline the development and developer’s details. 

Each Promoted Pin can be targeted to surface in a user’s Pinterest home feed, within their search results, or in their related ‘Pins’ - personal bookmarks which save ideas and concepts that users like.

“Pinterest is the ideal platform for inspiration for those with an interest in all things home. Eighty five per cent of users use it to plan key life moments and we know that it has become a hub of inspiration for home movers with 43 per cent of users planning to purchase their dream home within the next five years” explains Alex Rose, director of new homes at Zoopla.

“But it’s also an untapped opportunity and presents genuine scope for the new homes industry to take a market leading position to target home hunters on Pinterest and Zoopla is proud to be at the forefront of this” he adds.