Purplebricks has released a relaunch campaign that pledges to remove all the Bull that frustrates consumers when selling their home.
The online estate agency says that a lack of transparency and high estate agency fees are part of the bull-shaped nonsense consumers have to deal with when they sell their homes
Created by Brothers & Sisters, the relaunch campaign celebrates Purplebricks’ new and unique Bull-Busting offer: to sell your property for free.
Breaking on TV on Boxing Day, Goodbye Bull and Hello Purplebricks is the first piece of work from Brothers and Sisters, who won the account last month. The media is being handled by MSix & Partners, who are also new to the business.
The campaign, which includes Radio, OOH and digital, features a bad Bull as the personification of all other ways of selling your property, turning up and getting in the way of the consumer’s best interests.
The work marks the relaunch of Purplebricks, which was acquired by Strike in May 2023.
Phil Lloyd, CMO at Purplebricks, said, “When it comes to selling your home the industry really has expected people to put up with too much bull for too long. This campaign dramatises with a smile that we are serious about shooing that bull out of peoples selling experience once and for all and giving them a more rewarding and much better value experience. PB is back.”
Andy Fowler, ECD of Brothers & Sisters, added: “Memorable advertising tends to have tension in it and something to kick against. Respect to the team at Purplebricks for having the bravery to stand up against all the bull in the estate agent world and actually offering a radical solution.”
Purplebricks appoints new media agency to help grow business
Most agents who have ever had a startup open a branch on their patch will have a well practised and perfectly polite schpiel to render this sort of edgy, brave, never been done before (roll eyes) advertising an utter waste of time.
This advert will do more good for the better agents in any given area than it will do Purplebricks or their listing staff.
“Yes they are offering to sell your most valuable asset for nothing, but they have nothing to lose if they don’t sell your home. If we don’t sell your home we don’t eat. They have nothing to gain for negotiating to get a better price for you home, we do!
I won’t be offended if you instruct them but I can show you listings on Rightmove that are unsold since 2016.
That vendor got a cheap deal, they saved probably £3000 on agency fees but in the 7 years on the market the home they want to buy has gone up 59.5% in real terms about £165,000 It’s your choice pay nothing or pay to get the job done properly.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Failed brand – I’d stay well clear. But cheap always tempts -sadly for the user.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
“A lack of transparency”?
Isn’t that precisely what Purplebricks was accused of in the past where vendors did not fully appreciate they would have to pay the fee regardless of whether they sold?
There’s no transparency either in Who is behind the brand and what they value.
Agencies aren’t trusted and it is because there’s no transparency. I’ll believe it when I see it from PB.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
We are on this planet but once.
I fail to understand why someone who has made more money than they can spend in a lifetime, from a previous business, would want to spend a big wedge of that (and shareholders money) defaming and tarring thousands of small independent family businesses in an effort to destroy them and take all the business for themselves.
Let’s face it, this is the only way a business like this can build into profitability. There is no need for this type of marketing, and it’s not a fair fight when the Goliath has millions it can afford to burn, whilst we have to earn a fair fee to feed our families.
It’s greed, pure and simple.
Most of the woes in this world boil down to greed…be it for power or for wealth.
Am I being too sensitive or taking it personally? You might think so, but it just makes me very very sad seeing what greed does in the modern world.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Don’t take it personally, like all those who pump out vexatious bile attacking agents and agency, they don’t understand the industry or consumers. We’ve been treated to this stuff since 2013, none of it has resulted in anything other than huge disruptor losses.
This sort of advert is typical of an envious and resentful mindset, people who blame agents for their own failings and the unfairness of home ownership.
Chuckle at the futility of more wasted money and every time it comes on remind people of the tag-line you used to use on all your posts
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
and agents blame PB for their own low fees
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
It’s clear that some companies, like PB, are not as straightforward as they appear.
Often, what seems like a “free” offering comes with strings attached, such as the requirement to use their specific solicitor, mortgage broker, or other affiliated services. Hidden terms and conditions like these can be a real drawback.
Personally, I prefer to pay a professional agent who can ensure I get the best possible price for my home and truly earns their fee. This is much more reassuring than relying solely on technology and having no real interaction with a knowledgeable and experienced agent who understands the local market.
No business can operate without generating revenue. If they claim to be free, there’s usually a catch. Just look at PB, which essentially had to be sold off for its assets, and that too for a mere £1.00. This speaks volumes about the sustainability of such business models.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
If I’ve learned anything in my 34 years in this business, it’s that most people are wary of “free”….
“Free” is rarely associated, if ever, with quality.
A free gift being perhaps the only exception.
A free service usually comes with strings attached!
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
I don’t pretend to know the ins and outs of Purple bricks V traditional agencies and I am sure you can debate all day the benefits or not of one over the other but I am a big fan of customer choice so if there are alternatives in the market that offer potentially a different service but at a very different price point then that feels like a good thing for consumers.
Give customers the choice, let them decide and if the Purple bricks model isn’t wanted and/or good for consumers then they will disappear soon enough. It’s how a free market works……
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Totally agree Towlly – let the market decide!
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Come on Polyanna you know full well 10 years down the line disruption has failed to do anything other than replace the FSBO firms [that catered for 2 or 3% of the market] with passive intermediary internet listers who plonk property on the portals in the hope of getting half of what they list through to completion.
The people who’ve tried passive listing and been disappointed have 10 years experience of what the service does and doesn’t do. The market has already decided, so have most of the FOMO ‘sheep’ investors
A new cliché competition knocker will not change a thing
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Agree
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
There’s no such thing as a free lunch.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
I’m not worried about the latest PB waffle as we’re more than equipped to counter it. I DO, however, worry about many independent agents’ ability to counter it, especially those who operate low fee models themselves, and use low fees as the only way they can sell themselves.
A mistake a lot of agents make is to assume that the public know what we know.
And PB are exploiting this perfectly as they have from day one. They known damn well that if you dress it up well enough, and say it loud enough and often enough, then the people will follow it.
In any case, the people they will attract through this model is the same as happened with Strike – the type of penny pinching, know it all client that traditional estate agents hate dealing with, so if it keeps that away from us, then I suppose PB have done their job. At least it leaves us to deal with people who actually value what we do and are prepared to pay for a premium service – the type a proper estate agent likes to give.
I do expect a bit of a bounce in instructions for them, but they’ll get found out soon enough.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Agents should make a stand and insist that all the portals remove PB from listing after all they are only a portal themselves.
Its like allowing Zoopla and OTM to advertise on Rightmove.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
I disagree Hit Man… in every legal sense Purplebricks are an estate agent and should be afforded the opportunity to advertise on any portal they wish, subject of course to that portal’s terms and conditions. Whether or not the use of these portals is economically viable for them in the long term with this business model is of course a different matter – we shall see!
As a matter of interest in what sense are Purplebricks a “portal” as you describe them?
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
In the sense that they allow private seller to sell on their website in a similar way to private sales of cars on Autotrader, the only difference is Autotrader is the main portal and doesn’t allow their competitors to advertise on their site, where Zoopla and Rightmove allow for many private seller access through various platforms that advertise how to cut out the estate agent and sell privately on Zoopla and Rightmove.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Don,t be scared of competition
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Definition of insanity…..
Doing the same thing over and over and expecting a different outcome !
£100million down the drain and counting !
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
I don’t think many members of the public will fall for this. We all know how bad it is when you get a PB property in the chain!
I feel that too many strings will be attached ( buy not necessarily promoted up front to the customer!)
In a slower market and more difficult market the better established and highly professional agents will shine! Watch this space……….
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Unfortunately there is a percentage of people, call them naive or whatever, that are duped into believing what is a blatant con trick that they can sell their house for nothing. Not only overlooking the sub-standard quality and competency of the company but almost always blissfully unaware of the upsell to utterly dreadful conveyancing services etc. that are over charging them so that they can pay bribe money to PB let alone all the extras such as unnecessary indemnities and so on. Saying that the market will decide is obscuring the likelihood that there will be countless unsuspecting consumers who lose out in all manner of ways – mostly from selling for less than they should had they instructed a competent, responsible and professional firm in the first place. It is appalling that these types of practices are allowed in this day and age.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Agree with most of what you say but there is not evidence that an agent will usually sell for more than PB
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Yes there is Gavin Brazg did the detailed analysis. The vendor saves 1% but sells 5% short
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
10% of our sales division income is from referral fees. PB will really have to milk this to make it viable or massively overcharge customers for services to which they refer. With such a huge debt mountain, how long will their resources last? Sure, they will dupe people into the ‘free’ thing, they may gain some traction, but it’s the Emperor’s new clothes all over again.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Ahhh purplebricks single handily ruining the reputation of great estate agents since 2012
That’s “No Bull”
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
The irony of the advert saying ‘Goodbye Bull’ and then claiming to sell houses ‘for free’ is almost laughable!! I was always taught that if something is too good to be true, it usually is but I’ve no doubt that there will be people drawn in by this misleading advert (Does this not fall foul of advertising standards?). Hopefully common sense will prevail in the long run…
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Were they looking in the mirror? So much BS from PB over the years, ASA warnings, £Multi millions spent and lost, change in team players and still can’t make a real profit spending more than what they bring in ….. loss after loss and now they say they can do it for free …….. LOL.
People should not be concerned, this is a one hit advert with little to no advantage and seen today, forgotten tomorrow by consumers. For it to be consider worthy of working they would have to make it run consistently for over 12 months or more and considering all their previous attempts …… the public don’t buy it. They are not that naïve.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
I am not sure that the ASA Advertising Standards Agency would agree that selling your home with Purplebricks is free.
Taken directly from their website – this is the free bit.
Everything you need to sell your home. And we won’t charge you a penny. An expert valuation and report, filled with insights about your property and your area. A listing on some of the UK’s top property portals, showing your property off at its best (Not the portals you are thinking). An app that lets you manage viewings, offers, and communicate directly with buyers. Professional negotiation to make sure you get the best possible price for your home. A team of experts supporting you at every step.
And
Here come the ‘Optional Extras’
Hosted viewings (£899)*
Rightmove listing (£399)*
Rightmove Featured Property (£149)*
Rightmove Premium Listing (£125)*
EPC (£119)
Digital Enhanced professional photos & 360 virtual tour and professional floorplan (£699)*
Elevated Photography (£99)*
Drone Photography (£199)*
So your free listing if you want accompanied viewings listing on Rightmove, comes at £1,298, which is £1,081 + VAT and I assume you pay this upfront, so if you are the 48% of people who do not sell with their first agent, that free sale just cost you £1,081 + VAT and a second fee from the agent who gets you to exchange.
Is it me or is the advert not a bit misleading, much like buy this car for free, optional extras, engine £7,800, 5 wheels £2,000, etc, maybe agents should ask the ASA its thoughts on this advert which portrays other agents as a BULL.
As the ASA gives clear guidance: ‘Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.’ ‘ Advertisements must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.’ ‘Advertisements that include a comparison with an identifiable competitor must not mislead, or be likely to mislead, consumers about either the advertised product or service or the competing product or service.’ ‘Advertisements that include comparisons with unidentifiable competitors must not mislead, or be likely to mislead, consumers. The elements of the comparison must not be selected to give the advertiser an unrepresentative advantage.’
On the last point Purplebricks is possibly giving the public the view that estate agents are ‘Bull’ whilst they offer a free service, but scrutiny shows that the optional extras are in fact the usual components of a property being marketed by an agent, and as they are offered on a no sale no fee basis, it could be argued that these bullish agents actually are fully transparent as they only get paid on performance, rather than running advertising that denigrates the very industry they are part of.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register