Trinity Mirror, publisher of the Daily Mirror and over 140 regional newspapers, has launched what it calls a fight-back against Rightmove and Zoopla, aiming for a bigger slice of estate agents’ marketing spend.
The company is launching a new campaign called #Be1ofthe3.
The name of the campaign is reflective of the fact that most vendors and landlords traditionally invite three agents to appraise their property before choosing one of them.
#Be1ofthe3 is about using the power of Trinity Mirror’s print and online brands to ensure agents are one of the three, says the campaign.
However, the name also heavily suggests that Trinity Mirror’s print titles should also be ‘one of the three’ marketing platforms that should be considered by agents.
Yesterday, Trinity Mirror said that Rightmove and Zoopla don’t want agents’ brands to stand out, claiming that this is “not good for their business model” and “so they suppress them”.
Trinity Mirror’s news brands reach three in four UK adults each month, the company claimed, and they have a bigger online audience than all the other publishers including Mail Online, Guardian and The Sun.
Last year Trinity Mirror sold over 540m national and regional newspapers.
Paul Spencer, head of property for Trinity Mirror, said: “In this current low stock market, what good are the likes of Rightmove and Zoopla if agents don’t have strong enough brand recognition to be one of the three agents invited to appraise properties, and so have little stock to advertise?
“We have a unique reach and influence in the communities we serve, and in an environment where vendors and landlords are not short of choices for who to approach, brand strength early in the property journey is as important as ever.
“This isn’t about having to make a choice between newspapers and property websites.
“It’s about recognising that they both have a really important role to play, and not putting all your marketing eggs in one basket.
“A multimedia approach is key and our news brands are as important now as they ever have been to winning new business and driving potential buyers online.”
The #Be1ofthe3 campaign includes the launch of a new supplement for Trinity Mirror’s regional titles called ‘Property & Living’, which will have extensive editorial content, including property and financial advice, interior design ideas, gardening, area features, and agent profiles.
Agents will also be provided with a wide-ranging suite of multimedia products across print, online, and social media to showcase their brand and help it stand out in the regions in which they operate, thus increasing their chances to #Be1ofthe3.
In February, Trinity Mirror reported a 14% increase in pre-tax profits for last year, despite an 18% annual drop in print advertising revenues.