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Despite slow progress, easyProperty says its new strategy will succeed

New owner who bought the business in October last year and relaunched it in January now has 37 local representatives, and 122 properties listed on Rightmove.

Nigel Lewis

easyproperty

Relaunched hybrid estate agency easyProperty has claimed that a strategy of growing its network locally and organically will make it more successful than other Purplebricks wannabes including YOPA.

The agency has also revealed that it has 37 local representatives around the UK following its relaunch in January, some way off its original stated aim to have 72 signed up by now.

It has financial backing from both Easy brand owner Sir Stelios Haji-Ioannous and City investment fund Toscafund, and now has 129 properties listed on Rightmove.

Its geographic coverage includes licenced representatives in East Ayrshire, Glasgow, Lanarkshire, Wales, Newcastle-upon-Tyne, Birmingham, Holyhead, Derby, Pembrokeshire, Hereford, Fareham, Lincoln and Coventry.

David BriefleyIts boss David Brierley (left), who also owns agency marketing services firm Evolve, has now spoken about why he bought the agency off ePropServices, and its new structure.

In many ways easyProperty is similar to Purplebricks but – Brierley claims – offers licensees greater autonomy. Each territory contains 25,000 to 30,000 occupied homes, and easyProperty now has a three-point fees plan including upfront, split fee and no sale, no fee.

“I’m an estate agent and have been all my life and I believe easyProperty is the future of estate agency because, when Purplebricks and Tepilo came along, it was the one brand that I thought would make it.

“Clearly that didn’t happen for all sort of reasons, but it remains a household brand with huge consumer awareness and I want to develop it and create a modern-day estate agency.”

Brierly tells Chris Watkin during a video interview that although easyProperty is being rebuilt as a national business, selling and buying homes remains an intensively local affair.

“Rather than conquer the world, we have a strategy that is to build the brand awareness in certain areas but, if there’s no coverage in between we don’t mind – we’re just building the brand.”

Watch the interview

May 7, 2020

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