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Has Purplebricks turned the corner in Australia?

CEO Neil Tavender says the company is growing again after a disastrous few months last year, and its LPE headcount has begun increasing again too.

Nigel Lewis

Despite recent setbacks in Australia, Purplebricks’ new CEO in Oz Neil Tavender has come out fighting, claiming that the business is growing and that 90% of its customers say they would use the hybrid agency again.

Tavender has made the comments as he revealed that Purplebricks has hired oddly-named local digital agency King Kong to increase the rate at which people book appraisals.

“We know that once we get a lead, our real estate agents have an extremely high rate of conversion,” he says.

“As a disrupter in the real estate industry, we needed a campaign to match our agile, results-focused approach. So King Kong was the perfect fit.”

Gorilla marketing

The Melbourne-based digital agency has been creating marketing strategies and campaigns across a range of platforms including Google Ads, YouTube and Facebook.

As The Negotiator reported last month, this digital marketing push coincides with a new advertising campaign launched by Purplebricks recently that aggressively savages Australia’s traditional estate agents, fronted by TV property expert John Du Bois.

Both initiatives are attempts by Tavender to turn the business around, including the recruitment of more local property experts. Last year numbers dropped from 105 to 88 but research by The Negotiator reveals it now has 120 LPEs working for it.

Internal documents leaked in June last year revealed that the company’s sales effort was up to 70% off target while the company was fined by regulators and clashed publicly with Western Australia’s trade body over its advertising claims.










February 7, 2019

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