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.