The good PR just keeps coming in for new UK challenger portal Boomin. Started by the founders of legendary online brokerage and industry disruptor Purplebricks, the new portal seems to have done the impossible and overcome the prejudices of the British agency industry winning round even the most vehement of Purplebricks critics. Reports in the local industry press are surprised in tone and making a big deal of the support lent to Boomin by agent consultant and industry big-wig Iain White.
White often lead the chorus of industry criticism of Purplebricks but is on record as having been converted to the cause of Boomin having spoken to its founders the Bruce brothers personally, and scrutinized the contracts the portal company is putting in front of an increasing number of agents. The influential industry figure is now “backing Boomin as a much-needed challenger to shake up the status quo.” and even engaging with agents on behalf of Boomin to dispel any lingering myths about the nascent portal company’s intentions.
The portal, which is due to launch in December, has so far represented a lesson in how to win over an industry. Despite being founded by the vilified figures behind Purplebricks, not having outside financial backing, not giving interviews to the press, not revealing its business model until last week, and not yet having a launch date, Boomin has been generating nothing but positive stories as agents see it as having a realistic chance of taking on the big boy portals.
The lesson for property portals paying attention seems to be that a viable and equitable product which puts agents first can overcome even deep-seated resentment. Boomin will be hoping that its product can go one step further and unite what is perhaps the most fractious industry in getting behind its offering.