Purplebricks has broken their record for website visitors four times this year off the back of big sponsorship deals and TV ads, fresh analysis shows.
The data, compiled by Raj Dosanjh, the founder of comparative fee platform Rentround, shows that the spike in web traffic comes despite the fact that less people are searching for Purplebricks each month on Google.
The drop is owed in part to the fact that Purplebricks has cut back advertising spend on Google by 65%
Dosanjh describes Purplebricks’ marketing strategy as “relentless”, pointing out that there “huge budget” sees them promoting their services on TV, radio and big sponsorship deals.
“Whether you like to admit it, their marketing is on point,” he said. “Their quirky ads and slogans get the attention that’s made them a house-hold name.”
Purplebricks is benefitting from a spike in organic traffic, according to the research, with many people now visiting the online estate agency’s website either by entering their website directly or by clicking on their site via a search engine placement.
Dosanjh explained: “Prior to this year, Purplebricks got their highest organic site traffic back in 2018, with 503,000 monthly visits.
“This year Purplebricks have broken that previous peak four times, with the highest monthly site traffic being obtained in July with 554,000 visitors.”
From sponsorship of Team GB in the delayed Olympics that took place in 2021 to a product placement deal with ITV’s Coronation Street, Purplebricks’ marketing strategy this year has brought a huge amount of exposure for the brand.
Purplebricks also launched a big budget TV campaign in September 2021. While this is still relatively new, October has seen a spike in traffic off the back of decreased periods in August & September. On YouTube alone one of its adverts has got two million views, according to Dosanjh’s analysis.
“November will provide further indication in regards to if the TV campaign drives more people to the Purplebricks platform,” he added.
Comments (5)
Who? They have disappeared in my area. Yippeeeeeeeee. Sounds like the gravy train is running out of steam. Site traffic is red herring and often bragged by those that don’t have the real figures that matter … stock and sales.
In a digital world that is full of bots, scammers and dubious other practice, it matters not how many views, but whether they are the right views. Brand recognition counts for little if there’s no engagement from the homeowner.
A default dead strategy just waiting to be played out.
It’s going to be interesting to see how they facilitate all this interest…. Because up here in Scotland they lost around 50% of their agents, and Glasgow was one of their strongest areas.
I’ve even heard rumours of 14 waiting times for viewings because they don’t have the manpower.
In the words of our absent friend, Smile Please, on Tw@tter…
“Lets help PB out their online slump. If you see an adwords advert today for PB give them a click. Remember to only do it a couple of times otherwise they will not be counted as google will see you trying to run up their spend *cough* sorry their figures.”
And don’t forget, you can do so on PC, laptop, tablet and smartphone!
Given that in my area, part of the South of England, 80% of LPE’s left at the end of August, they had to close the diary as there were not enough people to cover it. I somehow feel that the general public will soon realise the quality of negotiator is rather debatable and that it doesn’t matter how much you spend on shouting about yourself. The clock is ticking me thinks!