Picking up the property section of our local newspaper yesterday, Eye was surprised to find a bright purple insert tucked in the centre pages.
It was a four-page leaflet for Purplebricks.
And it was headed: “Save a fortune on estate agents fees (and get a better service).”
On the inside, it said: “We’ve taken away all the things that frustrate people about estate agents …”
It even managed to give a local (and glowing) testimonial, as one of four on the back page.
This was from a seller who said she would “recommend Purplebricks to anybody – the eZie platform is amazing and so easy to use.” Her asking price was apparently achieved in two weeks following negotiation from an initial offer.
This was just one local paper, the Basingstoke Gazette, whose property section has been well supported by agents for many years.
No doubt this is being replicated in other local newspapers using the same insert, as Purplebricks tries to gain traction.
However, one wonders how agents feel about simultaneously paying for pages of advertising, while an insert in the same property section tells would-be vendors and landlords how they can “save a fortune on estate agents fees and get a better service”.
It gives another aspect to the debate about whether it is worth advertising in local papers.