Propertymark today launches its first national television advertisement, to highlight the importance of using an agent who is ‘Propertymark Protected’.
Members from across the organisation took part in the filming for the advert (although blink and we might miss you – sorry!) which was produced by London based advertising agency Come the Glorious Day.
It will be aired on channels such as More 4, Home, Good Food, Eden, Discovery, Sky Sports News and Sky Living, reaching approximately 30 million adult viewers.
David Cox, ARLA Propertymark chief executive, and Mark Hayward, NAEA Propertymark chief executive, said: “At present, consumers don’t know where to go for property advice or can’t be sure if they are dealing with a professional.
“Propertymark is changing this by acting as a stamp of approval for consumers when they seek property expertise.
“With the help of our members, some of whom participated in the filming of the advert, we’re encouraging consumers to look for the ‘Propertymark Protected’ logo. This means they’re dealing with a professional who has opted for regulation in an unregulated sector and will ensure their money is protected.”
Alongside this, digital advertising targeting those in the market using the latest media buying technology will appear online including on both Rightmove and Zoopla.
Promotional messaging will also reach listeners across a number of commercial radio stations and viewers of video on demand through Sky Go and All4.
The first prime time opportunity to see the advert will be during Grand Designs and Outlander on More 4 this evening.
The advert will also appear during programmes including George Clarke’s Amazing Spaces, Come Dine with Me, Car SOS, Penelope Keith’s Hidden Kingdoms, Sky Sports News’ Soccer Saturday and 999 On the Frontline.
And in case you’re wondering whose is the distinctively fruity voice, we’re told it belongs to actor David Gant, whose credits include Braveheart and Sherlock.
What do you think?
Bless, at least they tried.
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In the build up to this NFoPP have spent a huge sum, the result at best is ‘poor’. What a waste of members fees.
‘At least they tried’ is being very polite, how on earth is this going to change consumer perceptions?
A joke!!
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According to the advert, “…there’s a new organisation in town…”
Erm… someone remind me when NAEA/ARLA opened their doors to paying Members?
How can the public trust something that can’t even tell the truth on the adverts?
Oh… hang on… some of their Members have already cracked that one…
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I don’t get your comment PB, where does it say ‘paying members’??
I can’t be doing with the silly voice!
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What I am getting at, revilo – maybe not in clear enough terms so for that I apologise – is that the organisation has been in existence (thanks to paying Members) for decades… yet through this advertising campaign it seems to want people to think that under the frankly ridiculous new ‘PwoperdeeMark” monicker it is some kind of newly crowned King of the jungle, not simply the same old toothless puddytat under a different name.
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Laughing!
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Many may be doing the same – but as an ex-Member who actually believed in the Association, to me it’s a bit like walking down the street and seeing an old friend sprawled out in an abandoned shop doorway knocking back methylated spirit – bitter sorrow and acute embarrassment at the same time.
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The board that says ‘no stolen rent’ really jolted me. If I were a member of the public I’d be asking ‘what do you mean stolen rent’.
I can’t help but feel this is not going to help the public’s overall perception of our industry one little bit.
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What do you think? I think you can guess the answer to that one.
Getting an advert on the telly might be the pinnacle aspiration for a media studies student or an Apprentice candidate but this fringe supporting act stuff isn’t being seen by 30 million adults at all. It might get recorded on their HDD as padding between sections of a recorded program but people aren’t watching television live these days. Even the popular ITV1 stuff on at a regular time gets watched differently now. Start recording at 7pm but sit down to watch at 7:10 skipping the adverts and finishing at 7:28 (or watch anytime later and skip the adverts)
This is expensive, outdated, mis-targetted adverting and as such will be ineffective. The same money spent on advertising on RIghtmove, Zoopla and OTM would have at least have been on the screen in front of people who are selling, letting, looking to buy, looking to rent or just browsing property (24 hours a day) not just people who are waiting till bedtime. It’s widely known that print struggles against digital I struggle to see why some people can’t see the same is true of TV advertising.
Best regards
“THAT! Robert May”
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I actually quite like it – aside from the daft voiceover style.
However the consumer is bound to think that propertymark is the name of an estate agency brand.
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That advert is TERRIBLE!
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What do I think? Its awful, amateurish and such a bad demonstration of quality. Thank god that so few will ever see it. That the NAEA approved this beggars belief, another reason to leave
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“Calls returned”?
“Transparency”?
“No Hidden Costs”?
Oh, my! What a can of worms they have opened for themselves here!
What’s that phrase about grabbing popcorn and sitting back…?
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Incidentally – am I the only one to notice quite a few commonly-used ‘Disruptor’ phrases being adopted here…?
Funny, that.
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I’ve just noticed “Improved Mortgage Approvals”
Surely not?
I predict the ASA will pop their heads up shortly…..
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I think it’s ok, not great but not as bad as many. At least it’s an attempt, like most promotion you don’t know if it will have any impact until you put it out there. If it doesn’t you don’t do it again.
I find the comment ‘spend the money on adverts on zoopla, rightmove and OTM instead’- laughable. I thought the feelings of most commentators on this site were the first two are corporate monsters who screw all us poor letting & estate agents and get too much money already, whilst the latter is horse manure! Make your minds up.
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I know it’s a bit late to point out the obvious as you’ve already shot your bolt on the matter – but the comment was not made by a practicing Estate Agent.
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point out the obvious? I’ve nae idea who the poster it is obviously it winna be obvious to me pal.
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So dee some background before letting yer gob shoot off, man! Yer t’internet thingy still gets English pages up there, dunnit?
I blame the bliddy Romans meself, like – forstly that wassock Hadrian put the waal up sixty miles South of spot on, and then Newcastle Cooncil wouldn’t maintain it .
Two thoosand yours later look what we’ve ended up wii…
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Why have some comments been removed?
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Have they, Certus?
I’ve been watching the numbers all day – can’t say I noticed them going down.
What did I miss – anything… ‘interesting’?
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