Controversial hybrid agency Purplebricks has been the subject of yet another complaint to the Advertising Standards Authority.
An unnamed complainant filed a complaint to the ASA about the ‘What's included in our fixed fee?’ section of Purplebricks’ website.
According to the ASA “a complainant objected that the website did not make clear that if you use the ‘pay later’ option, you will have to pay an admin fee of £360 if you choose not to use the recommended conveyancing service.”
The authority contacted the agency which agreed to make the admin fee issue clear on its website - and on that basis, the ASA says it informally resolved the issue.
This was, of course, just the latest of many complaints about Purplebricks to the ASA.
Most notably in October a complaint made by a defunct trade group was upheld, obliging Purplebricks to change wording in two specific advertisements used on TV, in the cinema and online.
However, Purplebricks has not lost every complaint judgement made by the ASA.
Also in October, Purplebricks proved victorious in a separate ASA judgement - in response to a complaint made by outspoken Cornish estate agent Chris Wood amongst others.
In the decision at that time the ASA effectively dismissed complaints about the ‘localness’ and expertise of Purplebricks’ Local Property Experts.
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The big issue PB will probably have to eventually face is clarity around the true cost if it’s services in relative terms. You see whilst £1000 is a cheap agency fee it’s a very expensive private ad with a few bells and whistles and no guarantee of a sale
The problem lies with the public's general perception of estate agents. They think EAs are all the same, so why pay more for the same service and a Rightmove listing, when there is a big player (PB) offering to do it for peanuts. Ryanair vs BA - hopefully gets you to you there, but without the add ons. EAs know the difference, but no one is promoting their corner. Where are NAEA and The Guild?
Have a better day
Where they have always been when it matters. Invisable.
The ASA's lack of action could encourage other proper Agents to use misleading adverts as there appears to be very little consequence. And this is a call centre agent who advertises Nationally, not just locally, so are potentially misleading many more people than a local agent.
At least their reviews are back on AllAgents. If any potential vendors are considering using them I just suggest they check out this site prior to committing and then they come back to us as they realise we are a proper agent.
Purple Bricks are not an Estate Agent, they’re a property marketing agent which is fair in today’s property market and it gives customers a good alternative but it should be absolutely clear in all advertising that the customer is not paying to sell a property, they’re paying to advertise it.
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