Purplebricks to launch local marketing blitz after Ol …

Purplebricks will launch a massive marketing campaign after this summer’s Olympics to focus on the local knowledge of its 600 agents “on the ground”.

Managing Director Vic Darvey told Estate Agent Today that extensive research leading up to the revised pricing strategy – unveiled last week – has shown that one of the brand’s perceived weaknesses is that it has presence and expertise. insufficient premises, as it lacked High Street premises.

“It’s the perception, even if it’s not really true. We have over 600 local real estate experts, but we have to reassure clients and potential clients that these local experts are exactly that expert, ”he says.

Darvey says local marketing will take the form of local TV and radio ads focusing on the regions in which they are broadcast, naming key cities and territories where LPEs are based.

There will be local marketing and event sponsorship, and individual LPE names will appear in Google searches based on user location, to make local agents both recognizable and accessible.

Darvey’s pro-local stance supports statements from new Purplebricks marketing director Ben Carter, who announced that after establishing a strong brand nationally, the agency would focus on its local qualities.

In March of this year, Carter told Estate Agent Today, “You’re going to see a lot more Purplebricks in local areas in the future, we’re going to have more local visibility and a regional press presence, and we’re going to use the potential of online platforms to target local audiences as well.

The agency’s new local campaign is due to begin after the conclusion of the Olympics, which take place in Tokyo – under tough Covid restrictions – between July 23 and August 8.

The agency has been heavily involved in marketing its sponsorship of the Olympics – it is the official real estate agent for the GB team – and television advertising to date has included former medalists Laura Kenny, Bianca Walkden, Dan Goodfellow and Moe Sbihi.