The relaunched easyProperty hybrid agency is to rely exclusively on local marketing to drive awareness and customers, and not follow the Purplebricks model of hugely expensive national advertising.
In an interview with Estate Agent Today, easyProperty’s new owner - David Brierley, who operates the Evolve property marketing business - says there is massive awareness of the easy brand in general thanks primarily to the enduring success of easyJet.
EasyProperty is moving from a primarily online-only service under its previous ownerships to a hybrid model now, with local licence holders ‘on the ground’ acting like local property experts with centralized support.
But Brierley says the licence holders who will operate the relaunched service at local level will have to trade heavily on their own reputations as existing or past local agents to help build the brand in their licensed area or ’territory’.
When easyProperty was owned by eProp Services Group, the parent company of The Guild of Property Professionals, the idea was to have existing High Street agencies ‘top up’ their work by buying the easyProperty licence. But Brierley says that didn’t work well because there was confusion in the local area between the existing High Street agent’s brand and the online easyProperty brand.
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