easyProperty says its current brand awareness campaign, promoting its livery and website in regional and national newspapers, online outlets and social media, will continue through to next year.
The firm, which currently operates an online lettings agency but will start sales in the spring, has revealed that marketing is to take up around 50 per cent of the £9.75m it has raised through crowd funding and private investment.
It's largely an education task, as we need to let people know we exist. We then need to let them know the difference between traditional and digital [estate] agencies, easyProperty chief marketing officer Chris Welsh has told Marketing Week.
Welch says of the 180 online letting and estate agencies that exist only 10 are national and none is connected to a national brand, which he believes is key to breaking into the market.
Welch says the agency hopes to bring people into the market who do not usually use estate agents, such as the Generation Rent' sector, which he describes as younger consumers that can't afford to buy their own home, or, unlike their parents before them, are choosing not to buy at all as a lifestyle choice.
The Marketing Week piece says easyProperty has signed over 3,500 landlords so far.