Gloves are off! Purplebricks launches aggressive attack on traditional agents in Oz
Local TV celebrity John Du Bois is recruited to front TV campaign that paints traditional agents as preening, Porsche-driving 'commission collectors'.
Purplebricks’ Australian business has launched a direct attack on traditional estate agents in Oz with a campaign fronted by the country’s answer to Phil Spencer, property pundit Barry Du Bois (pictured, above).
In the UK the company may have only made indirect references to its traditional rivals, but in Australia the gloves are well and truly off.
After being appointed as the company’s brand ambassador, Du Bois has joined Purplebricks in an all-out assault on local fee levels, which the 58-year-old says are ‘frustratingly’ high.
He told local media yesterday that: “As a nation, we need to challenge the concept of a commission in real estate,” he says.
“The argument that agents can only do their job well if they are excessively remunerated just doesn’t stack up.
“The commission-collecting model hasn’t changed for thirty years at a time when technology has rapidly transformed the industry. Every month millions of Australians visit realestate.com.au and Domain so the days of relying on an agent’s black book of contacts are over.”
His comments are part of a campaign by Purplebricks including a revamped website, banner ads and a TV campaign fronted by Du Bois.
During the advert traditional agents in Oz are depicted as self-absorbed, preening, Porsche-driving ‘commission collectors’.
“Since launching, we have saved Australians over $50 million in commission fees,” says Neil Tavender, CEO of Purplebricks in Australia (left).
“This campaign is about educating Australians about the real estate industry’s archaic business model that only benefits agents.”
The benefit of High Street agencies is they do work harder to achieve more money. Plus, when the market becomes challenging you cannot rely on portals to get interest in homes.
Local knowledge, good contact with buyers on database and experienced progressors to deal with stick issues and manage chains also return value.
And let’s not forget these agents that want to work self-employed for online businesses are usually failed EAs or lazy ones that want an easier life whilst yes you’ve guessed it… earning a decent living from taking fees upfront with no guarantee of the vendor getting a result.
Bring it on here. Gloves will come off and the boots will come on!