Purplebricks’ promises to turn over a new leaf are taking shape including the appointment of new media agency to promote itself to the public.
The new media deal is with US data-centre agency UM with which it will spend £7 million from June onwards, the latest phase of its big push to change direction with a data-driven regional and national marketing and brand strategy.
As its marketing boss Ben Carter told The Negotiator recently, Purplebricks is attempting to shake-off its low-fees reputation and reposition itself as the UK’s key ‘tech-based’ estate agency.
This includes imminent plans to introduce a new pricing structure after many months of local try-outs.
“The disruptive model and technology that Purplebricks offers is a perfect fit with UM’s forward-thinking marketing approach. We are delighted to be joining forces to accelerate their business growth and through a data-led and audience-first approach to media,” says Carter (pictured).
“93% of all house and flat sales are still done on the high street so there is significant opportunity for us to transform the property sector. We will be working very closely with UM to develop a data-driven media and brand strategy that gets more UK house sellers and buyers using Purplebricks.”
The company has struck a deal with Octopus Energy’s car division to offer all its staff leased electric cars. Octopus is also the agency’s preferred utility supplier for its lettings division.
Helena Marson, Chief People Officer at Purplebricks tell The Negotiator: “We’re committed to improving environmental sustainability wherever we can and the opportunity to drive an electric car through salary sacrifice is a great way to do this.”