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Purplebricks’ growing dominance revealed by Google search analysis

Number of people tracking down the hybrid agency online has risen by 18% over the past year, research has revealed.

Nigel Lewis

Google searches for Purplebricks have increased by 18% over the past year, a survey of the UK’s digital marketing world has revealed, helping make it the third most popular brand online after Rightmove and Zoopla.

Completed by consultancy MediaVision, the research  also reveals that online searches for Emoov increased by 47% year-on-year, an impressive result albeit too late to save the business from administration.

The MediaVision report also reveals the most popular estate agency brands within the property industry among those completing Google searches.

The top ten are, in order of popularity; Savills, Dexters, Knight Frank, Foxtons, Strutt & Parker, Haart, Winkworth, London estate agency James Anderson, Chancellors and Hamptons International.

Portals

Also, the marketing efforts and advertising spend of portal OnTheMarket has also been bearing fruit, the research shows.

Although it’s still the fourth most popular portal online, the number of Google searches for ‘OnTheMarket’ have increased by a third over the past year.

But one type of brand obvious by its absence are online agents. Apart from Purplebricks and eMoov, none of their better-known competitors are searched for much by house hunters, the research suggests, including Yopa, Doorsteps, Settled, EasyProperty, HouseSimple or House Network.

“Due to ongoing uncertainty caused by Brexit, we’re seeing a lot of demand exit the market,” says Louis Venter, CEO of MediaVision (pictured, left).

“Searches for office space and residential property are down year on year, which is a sign of a tough landscape. Brand search is no different and predominantly, there’s a reduction in demand for the biggest property brands across the board.”

January 3, 2019

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