Online agent HouseSimple has had complaints against it informally resolved by the advertising watchdog.

A complainant challenged whether the following claims on HouseSimple’s website were misleading and could be substantiated:

1. “Advertise on up to 500 of the UK’s top sites”;
2. “Our average client is not only 40% more likely to sell than with a high street agent, but also achieves more on their sale (99% vs 95% with High Street agent)”.
3. The complainant also challenged whether sufficient information had been provided to verify the claim in 2.

A spokesperson for the Advertising Standards Watchdog told EYE: “We approached the advertiser with the concerns that had been raised.

“We were satisfied that the advertiser could prove its claim about advertising on 500 of the UK’s top sites. And, on the basis that the advertiser agreed to make changes to the 40% claim and the 99% vs 95% claim by clarifying their meaning and updating information on their website to show the claims had been verified, we closed the case informally.”

The case involving HouseSimple has come only two weeks after being told to stop claiming that it saves customers an average of £5,000.

On August 15, the Advertising Standards Authority ordered HouseSimple to withdraw the claim made in its TV advertising and on its website.

The ruling came despite the fact that the TV advert had been cleared just months earlier by Clearcast.

It was the third time in less than a year that HouseSimple has been rebuked by the ASA.

In February, it ruled that HouseSimple said vendors could sell their home for £495, without making it clear they had to use its conveyancing and mortgage services.

Last November, HouseSimple claimed that it was three times quicker at selling properties than other agents. The ASA said this was not substantiated.

HouseSimple said after the August 15 ruling: “We respect the ASA’s decision, and have taken on board the points made in the ruling and will make the necessary changes to our television, online and print advertising.

“We believed we had substantiated the claims made in our television ads, and would never knowingly mislead the public.

“We have thousands of happy customers who have saved a considerable amount in estate agent fees by using our service.”

Altogether, HouseSimple has had three cases informally resolved and three rulings upheld or partially upheld against it.

* Separately, a case involving Brighton letting agent Bishop Sullivan, an ARLA member, was also informally resolved.

The ASA said: “We received a complaint about a property listing placed by Bishop Sullivan and their claim ‘tenant fees lower than 95% of local agents’.  The complainant challenged whether it was misleading and could be substantiated.

“Bishop Sullivan agreed to remove the claim and other similar claims from their advertising.”