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Savills has launched a new advertising campaign which went live over the weekend across cinema, national print, TV and social media.
The multimedia campaign is very much aimed at home movers, with a particular focus on the emotion of moving property.
With a ‘We know what it means to move’ strapline, the advert focusses on a family growing together until the day comes to move.
The story ends as the empty nester parents carry out their final few boxes, poignantly conveying how hard it can be to leave a place that has meant so much. But there are fresh beginnings: a young family moving into the home, opening the door for new memories to be created.
Savills’ new ad campaign will be extended into other media including print, bus sides, major rail station sites and in Savills branches.
Andrew Perratt, Savills head of UK residential sales, said: “Despite increasing price sensitivity across the market, our regular client surveys tell us that buyer commitment in our key prime markets has recovered from its lowest point in late 2022, particularly amongst those least reliant on borrowing or who need to relocate.
“This campaign will speak directly to downsizers who represent over a quarter of our sellers, many motivated to sell to help younger generations, and upsizers who make up over half of buyers. Cash and reserves of equity are increasingly at play in this market, with cash buyers accounting for four in ten of our sales year to date, rising to 66% in prime central London, a factor which underpins the resilience of the prime markets relative to the mainstream average.”
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