The boss of Purplebricks has said that the online agency will be spearheading a drive to make the brand credible and trusted, as it seeks to fulfil its ambition of 10% market share by 2023.
CEO Vic Darvey said that the ultimate goal is to bring more transparency to the buying and selling of homes.
In an interview with marketing magazine The Drum, Darvey says: “We’re seen as a frontrunner in the tech space, but we also need to establish ourselves on the virtual high street and in communities.”
He says that the brand overhaul is not simply about price, as was emphasised by the early commisery adverts: it is not about offering support pre-, during and post-sales.
Darvey tells the publication of the importance of becoming the official estate agent to Team GB at this year’s Olympic Games, but does not divulge how much it is costing.
He does say that it is the most important association “we’ve had for some time”. He also adds that the firm will use data gleaned via its site to create a customer experience that “can’t be replicated on the high street”.
He said: “Estate agents are miles behind. When we start to see Generation Digital getting on to the housing ladder their expectations are going to be completely different. You can’t send them a conveyancing pack in the post and tell them to fill it in – the whole process is going to be online.”
He even envisages a future where a Purplebricks dasboard could be performing a function for customers in five years time where it is controlling all household bills.
He said: “We’re not saying we’re going to do that, but we have the credibility to get there.”
The interview is slightly odd, as it compares Purplebricks fixed-fee format with “competitors like Zoopla and Rightmove”, but does provide an interesting insight into where Purplebricks might go in terms of marketing.