The chief executive of Purplebricks says agents are “miles behind” in using digital information to provide a personalised service.
Vic Darvey has given an interview to marketing site The Drum: the piece begins with the peculiar claim that Purplebricks is “coming out on top against competitors like Zoopla and RightMove.”
It then goes on to say that Darvey’s ultimate goal as boss of the UK business is to “bring more transparency” to the house buying and selling process.
The interview refers to Purplebricks’ financial position as “looking up” and Darvey is quoted as saying: “We’re seen as a frontrunner in the tech space, but we also need to establish ourselves on the virtual high street and in communities.”
The piece says Darvey wants to highlight the fact that Purplebricks has 600 Local Property Experts “who can help it compete with rivals that have a local presence by offering pre, during and post-sale support.”
Darvey says Purplebricks is uniquely positioned to use the information gathered through its website and other digital activities to create an experience that “can’t be replicated on the high street.”
He says: “What we’re moving towards will be more akin to providing the experiences you see in other categories. If you look at the likes of entertainment, Netflix is among those using much deeper personalisation powered by [Artificial Intelligence], for retail it’s Amazon Recommends.
“This personalisation is prevalent in all other categories and it has fundamentally changed the way people buy and sell goods. Estate agents are miles behind.
“When we start to see ‘generation digital’ getting onto the housing ladder their expectations are going to be completely different. You can’t send them a conveyancing pack in the post and tell them to fill it in – the whole process is going to be online.”
Darvey adds that in five years’ time Purplebricks may be able to use data from buyers’ credit information to pre-approve mortgage options.
“It’ll also have the ability to tell sellers how many potential buyers are in the market for a home like theirs, increasing the likelihood of a transaction occurring off-market. Augmented reality will help them view houses too, helping customers decide whether a physical viewing is needed” says the article.
You can see the whole thing for yourself, here.