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Graham Awards


Online agency Yopa launches new ‘Smooth Move’ campaign

The UK’s second-largest online estate agency, Yopa, is this month launching a new advertising campaign under the title ‘Smooth Move’.

The agency - enjoying hefty financial backing from Savills and LSL Property Services - has recently staged a competitive pitch between three PR companies to handle its consumer public relations; eventually it chose to remain with its previous supplier, MSL.

A story in the PR magazine Campaign says: “MSL will be working with Yopa’s in-house team to bring to life the new Smooth Move brand positioning, which is set to be launched in February, including an ad produced by [creative company] Mother.”


Yopa’s new chief marketing officer Pip Heywood is quoted in the piece saying: "We have bold plans to continue our trajectory and look forward to partnering closely with MSL to increase our share of attention in the rapidly changing world of estate agency. We were impressed by MSL’s understanding of our industry, their empathy towards customers wanting to sell their home fairly and with more control, and the creativity of their thinking in bringing our brand idea to life".  

In the 14 days to February 6 Yopa increased its listings inventory by 4.0 per cent, the same percentage as sector leader Purplebricks. However, Purplebricks is massively ahead in the online segment, according to analysis by the property analytics firm The Advisory.

You can see the new Yopa advertisement here.

  • Simon Shinerock

    This story made me smile, I remember back in about 1990 I was asked by a Scottish life assurance company to go and look at an estate agency chain they bought down in the South West, it was called Smooth Move, it was a basket case. Let’s just say there was nothing I could do other than recommend they close it down

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    Is that second largest by size of losses?

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    'Full service agent', lol.

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    I love this idea - so do they offer two options now when you call? 'option 1 for a smooth move' or 'option 2 for a not so smooth move' Brilliant!

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    There is an agency called Smooth Move in our area. I'm not sure of the legal implications of this.

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    I can’t stop taking property off of these 🤡

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    I lost a property to them.
    it was on the market for 9 months with them.
    The came to me after that time and we sold it in 10 days.


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