Edgy adverts help leading London agent grab extra market share
Marsh & Parsons says ongoing and sometimes controversial poster and newspapers ads have helped it increase market share by a fifth.
LSL estate agency brand Marsh & Parsons has claimed that its sometimes controversial and ongoing advertising campaign has helped it significantly increase market share within London’s turbulent property market.
The company has also claimed that its humorous adverts, which pair types of people to different kinds of property, has worked in a market where most estate agency advertising is ‘vanilla’.
But the campaign, which has been running for at least three years, has run into trouble in the past.
During March 2017 a poster with the strapline ‘A charming period property with a modern extension’ featuring a young woman draped over an older man prompted several complaints to the Advertising Standards Authority and was withdrawn after being called sexist by many people on social media.
Risks
But the rewards of taking risks have been significant. Marsh & Parsons has revealed that its market share in the capital has increased by 20% this year alone, has seen a 17% increase in brand awareness and 62% of those quizzed during research sessions remembered the campaign.
Marsh & Parsons also says the ads have helped it leap from 7th to 3rd place in terms of homes sold, although it doesn’t reveal over which period.
“We wanted a campaign that made us feel human and approachable in a market that can often be stereotyped as the opposite of that,” says Marcus Flacks (left), the company’s marketing director.
“Our OOH media planning allowed us to showcase our suite of fantastic creative in a powerful and engaging way, driving exceptional results for our business.”
