PR wheezes come in many forms from estate agencies but the latest from Purplebricks takes it to a new level.
The hybrid estate agency has launched a series of ‘world first’ online meditation videos designed to help those buying or selling survive the emotional stress of changing address.
While agents may raise their eyebrows, the campaign is fronted by renown ‘breath coach’ Rebecca Dennis, who is chums with TV presenter Ferne Cotton.
Called the Moving Meditations series, Purplebricks has promoted the initiative via media agency SWNS Digital over the past 12 hours which has so far been picked up by most of the UK’s national tabloid newspapers including The Sun and Mirror.
Clearly unaware of the ongoing industry controversy about Purplebricks’ sales model, Dennis is quoted as saying: “At times, it can feel like a rollercoaster. From the excitement of finding your dream home to the wait as you make an offer, there are plenty of ups and downs along the way.
Not the smoothest
“While the journey is not always the smoothest, there are certainly ways to find calm amongst the chaos.
“The way we breathe has a powerful effect on how stressed we feel and meditation can help to relieve that stress.”
The media campaign is backed up by research among 2,000 people ‘preparing to instruct’.
It suggests that one in five of those canvassed had considered pulling out of a transaction due to the stress created by the process, and that two-thirds said this was because they felt unable control the process.