Rightmove launches product to target sellers looking out of patch

Rightmove has launched a new product that enables an agent’s brand to be seen by more prospective local sellers who are looking out of the area for their next home.

It comes as research by the portal shows that 59%  of sellers are looking out of the area to buy and three quarters consider more than one area.

Rightmove’s new Native Search Ads product uses dynamic retargeting to reach prospective sellers looking to move locally and those searching for their next home outside of patch.

The product is exclusive to agents on an Optimiser membership and lets agents promote their brand to users on Rightmove’s search results page.

The ads are designed so that they integrate seamlessly with the search results, displaying as helpful content for movers searching for their next home.

Native Search Ads is also the first video-enabled product from Rightmove and findings from product testing shows that ads with a video get 1.8 times more interactions than those without.

Agents can choose to use their Native Search Ads to build awareness of their brand, prompt potential sellers to get a valuation, and direct movers to their own website, alongside many more options.

Dave Anderson, agency director for Rightmove, said: “Native Search Ads is an innovative way for agents to showcase their brand to future sellers in their area when they are right at the start of their home-moving journey. 

“The flexible nature of Native Search Ads means that agents can use them in different ways to suit their marketing strategy and business, whether that’s highlighting their unique offering, sharing helpful guidance, or directing people to their own website to find out more. 

“The research shows us that the most successful businesses invest in brand building, as well as direct sales messages, so we wanted to create a way for our customers to reach more prospective sellers, to ultimately win more instructions.”