Classifieds website, Gumtree, is rolling out a cross-discipline campaign to promote its quarterly Gumtree Rental Index, to further engage existing users and attract new traffic to the property section.
The campaign, which goes live this week, includes a stand-alone micro-site – www.gumtree.com/rentalindex, celebrity vodcasts, downloadable content, PR and regional print advertising. The main thrust of the campaign will be to highlight the issues faced by property owners who have unexpectedly become landlords out of economic necessity. To reinforce the site’s property expertise, Gumtree has also recruited TV property expert Sarah Beeny as the face of the campaign.
Gumtree, which attracts almost three million visits a month to its rentals section, publishes its quarterly Rental Index to track rental prices across UK cities and individual London’s boroughs providing a full analysis of the country’s rental market. Previously promoted exclusively through PR, this quarter’s campaign represents the first major, cross-discipline marketing campaign for the fast-growing website.
As part of the integrated campaign, Sarah Beeny will host advisory vodcasts for new and prospective landlords on Gumtree.com, as well as a variety of editorial and social media sites such as iTunes and YouTube. Gumtree’s marketing director, Sanjay Balakrishnan, explains: “Editorially the Rental Index has been a great success and lays a great foundation from which to build a larger, multi-channel marketing campaign. As well as attracting new users, the intention of the campaign is to provide advice and consultancy to our existing, enthusiastic body of users in the property section.”
“The campaign is part of Gumtree’s ambitious plans for 2009 – we have recently started selling premium home-page display advertising space to a number of blue-chip clients, and this campaign is another way of attracting a new type of user to the site. It will also make the site stickier for the large section of the population who already count themselves as Gumtree users.”
The campaign runs alongside other recent developments within Gumtree’s rentals sections. The ‘Post and Ad’ process has been simplified for individual users, whereas the launch of Gumtree’s Pro consol enables agents to manage their ad portfolio more seamlessly. Wider developments on Gumtree include a homepage revamp to make the site more user-friendly, highlighting key areas such as For Sale, Property and Jobs, the inclusion of banner ads for the first time, and a focus on engaging with users through the Gumtree forums.
Landlords can download The Gumtree Guide for the Unplandlord and listen to advice from Sarah Beeny at www.gumtree.com/rentalindex.
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