Rightmove has launched a multi-channel advertising campaign aimed at increasing the volume and quality of enquiries directed to estate agents listing properties on the portal.
The campaign, which begins on 8th May, features a television advert filmed in northern England that depicts home-movers using Rightmove’s affordability tools and services. The creative approach uses a visual ‘glow’ effect to represent moments when potential buyers realise what properties may be within their financial reach.
Distribution and reach
The campaign will run across television, video on demand platforms, and YouTube, with Rightmove projecting it will reach 90% of UK adults in its target demographic. The advert is scheduled to air during programming including ITV’s The Neighbourhood, Channel 4’s Gogglebox, and Channel 5’s World Seniors Snooker Championship.
The campaign forms part of Rightmove’s ‘Believe It’ brand platform and carries the tagline ‘When you see what’s possible on Rightmove, you can believe it too’.
Agent impact
Matt Bushby, Chief Marketing Officer at Rightmove, stated the campaign aims to “support home-movers earlier in their journey, so they approach agents with greater confidence and clarity.” He added that by promoting the portal’s affordability tools, the initiative seeks to generate “better-informed and more motivated enquiries” for agents.
The move comes as property portals face ongoing competition for agent business, with technology platforms increasingly targeting estate agent databases and agencies adjusting their operational structures to adapt to changing market conditions.
The campaign represents Rightmove’s effort to demonstrate value to agents by improving lead quality rather than simply increasing lead volume, a distinction that has become increasingly important as agents manage costs and conversion rates in a competitive market.
