Zoopla is a market leading property search website, focused on empowering home movers with the resources they need to find, move and manage their properties. Owned by ZPG, whose diverse range of brands also include PrimeLocation, SmartNew Homes, uSwitch and money.co.uk.
Each year, ZPG commission a large piece of research titled “The State of the Property Nation”. They survey thousands of consumers, as well as hundreds of estate and letting agents, to capture peoples’ outlooks on the property market, the wider economy and to understand what people want from property professionals.
Conducted in six regions, it gives a great picture of where the market may be heading. Traditionally, the findings have been presented to property professionals in six regional, face-to-face roadshows across the country. But this year, the organisers wanted to look at innovative and engaging ways of delivering this series of events, as well as launching a new insights-driven website for property professionals – ZPG Advantage.
In response, Broadsword were briefed to design and produce an interactive webinar – something that property professionals would want to watch and take part in – and to manage the invitation of delegates, e-shot reminders, the data and responses to ensure maximum online attendance.
The State of the property nation
We researched TV studios near to the ZPG HQ and sourced Trick Box studio on the banks of the Thames, overlooking Tower Bridge. This was the ideal space in which to produce a chat show format – ZPG TV, hosted by Channel 4 star and property expert, Phil Spencer who would facilitate six regional “shows”.
To launch the event, we designed and built a branded, responsive event registration website. A link to the site was attached to the email invitation sent to a database of around 20,000 property professionals. Users could then confirm their attendance and book into their regional sessions. In addition, questions could be submitted online to go to the panel and reminder e-shots were sent to delegates.
All the speakers had a rehearsal session at their offices to run through the techniques needed and they also had an opportunity to sit in the studio itself the night before the broadcast so they were totally comfortable on the day.
On the day, users opened the web streaming page via a link emailed to them. Questions could also be submitted live for the speakers to answer. Post broadcast, the State of the Property Nation report was made available online for those that wanted to download a copy for themselves. The broadcasts themselves were edited into short highlight pieces to be made available on the ZPG Advantage website, as well as really short clips to be used on social media.