Hybrid estate agent emoov has been investigated for a third time by the Advertising Standards Authority (ASA) this time over claims made on its website about how much vendors can save by using its service when compared to traditional agents.
An agent in Lincolnshire complained to the ASA about the claim on an www.emoov.co.uk webpage that said “our activity around Scunthorpe…£2,672 Average Customer Saving” and “our sellers saved an average of £4,378 in fees with emoov”.
The complainant also highlighted that emoov had published two different fixed fees on the page without explaining the difference, one for £795 and the other for £679.
The person who contacted the ASA challenged whether the savings claims could be substantiated, and whether the different fixed fees were misleading.
After being contacted by the ASA, emoov agreed to take the comparative claims down and has promised not to repeat them, and now makes it clear on the page that it has only one fixed fee of £795.
Emoov has been investigated by the ASA twice before for being misleading, in 2015 and 2016, both of which included complaints made to the advertising watchdog about ‘fees saved’ as well as other issues including competitor and market performance claims.
The most recent investigation, which was informally resolved, comes at the same time the company announced it expects to see many more traditional agents merging to keep up with the online competition, and that it expects to double in size this year.