Over 270 estate agents belonging to The Guild of Property Professionals have signed up to become easyProperty licence holders out of a potential pool of 800, it has been revealed.
Online-only agent easyProperty was bought by the Guild’s parent company GPEA last month, a deal that completed on 12th July.
This will eventually create a new parent company, e-Prop Services, although back in June the deal was framed as a merger on the main Easy.com site where all the Easy brands established by founder Stelios Haji–Ioannou are listed.
The drive to persuade to Guild members to sign up to be geographically-based licence holders for the easyProperty brand and service follows an 11-date race around the country by a roadshow outlining the proposition.
GPEA claims 70% of those who turned up to the roadshows signed up via a ‘letter of intent’ to become easyProperty licence holders.
easyProperty CEO Jon Cooke (pictured, left) says the business will be relaunched in September as a part B2B, part consumer orientated operation, rather than its current consumer facing only offering.
News of the new sign-ups follows criticism of the easyPropery and GPEA deal last month by leading proptech consultant James Dearsley, who questioned the deal’s likely success.
His criticisms were rebuffed by Jon Cooke at the time, who said some 500 territory requests had been received.
“The response we’ve received has been overwhelming and we are really excited to have such a significant number of professional, independent agents on this journey with us,” says Jon.
“We aim to disrupt the disruptors by catering to changing consumer behaviours and what our research tells us is that vendors and landlords want the reassurance of a physical, professional agent coming to their property to provide a market appraisal but they also want to transact 24/7 online rather than within office hours.
“Many also want to have more control of the lettings and sales process and our model caters to this demand.”
As the new licence arrangements bed in Jon says easyProperty will be launching a new marketing and advertising campaign, website and ways of working.
“We are travelling at a fast pace and are proud of the members who have put their faith in our new licence proposition,” says Jon.
*Correction: The story previously stated that Ed Mead had been critical of the easyProperty merger, but he would like it known that he is supporter.