NFoPP National TV campaign

Background

We have been working with the National Federation of Property Professionals (NFoPP) since 2013, and were asked to plan a national TV advertising campaign with an air date of summer 2014 to help bring extra business to its members.

The brief was to target the general public; those who were in a position to buy, sell, let or rent a property, in order to promote the benefits of using a trusted property professional from NFoPP's largest members’ associations, the National Association of Estate Agents (NAEA), and the Association of Residential Letting Agents (ARLA).

Approach

We compared terrestrial and digital channels to secure the best value and most relevant audience for the allocated budget.

ITV was chosen due to the high audience numbers it could generate during prime time programmes. Our research concluded that the West County, Tyne Tees and Central West regions were primary targets, with 48 adverts (10 or 30 seconds in duration) booked for two weeks from 1st September.

We managed the whole creative process, from storyboarding and casting, to carrying out additional activities, such as digital display advertising and Google AdWords campaigns.

Results

The two-week pilot saw a 180 per cent increase in recognition for the ARLA and NAEA brands, with 42 per cent of people surveyed saying they would consider using the association’s agents.

The traffic on NFOPP’s website, and more importantly, the 'find an agent' page, has also increased dramatically, providing members with some much welcomed business. Some non-member estate and lettings agents have since joined the NAEA and ARLA associations after seeing the TV advert and the support on offer.

The client was extremely happy with the advert produced, and the longevity it will provide, and is considering options for 2015.

Nav Sharma of Ruxton Independent Estate Agents and Valuers gave some excellent member feedback:

“I wish to express our gratitude to the NAEA for creating a powerful publicity campaign to generate awareness of the benefits of using a licensed professional practice. I have been a Fellow of the NAEA for 25 years, and this new, higher level of support from yourselves is the best I have known.”