A property media analyst claims Purplebricks has record-breaking website traffic thanks to its “relentless” and vast budget marketing.
“Whether you like to admit it, their marketing is on point. Their quirky ads and slogans get the attention that’s made them a household name” says Raj Dosanjh, who runs the comparative fee platform Rentround, and who is also a property industry analyst.
Dosanjh cites two 2021 examples of Purplebricks’ marketing which appear to have produced substantial improvements to its website traffic.
The first was the sponsorship of the Team GB Olympic squad, which Dosanjh calculates would have cost around £10m. “For the latest quarter the site traffic since the Olympics took place has been 41 per cent higher compared to the average number of monthly visitors since 2019” he says.
Purplebricks also launched a major TV campaign in September - it’s still ongoing - and Dosanjh claims this has led to substantial multi-media awareness, including one YouTube advertisement video securing over two million views.
However, the analyst does find at least one weak point in Purplebricks’ marketing stats - Google searches.
‘Purplebricks’ is being searched for less often than before on Google, and has remained static at around 550,000 searches per month since early summer.
“Never has there been a three month consecutive period where the term has been searched for at the current low volume. If you removed April 2020 which saw the first lockdown and [all] December months, the term has never had a single month being searched for this infrequently,” Dosanjh notes.
He also says that related searches - ‘Purplebricks estate agents’, ‘purple bricks reviews’ and ‘purple bricks for sale’ - have declined by 45, 19 and 19 per cent respectively.
This performance comes despite substantial Purplebricks spending on Google Ads; Dosanjh calculates that this spend amounted to £176,000 in the past month alone - although that is a shadow of the agency’s reported spend of £500,000 a month on Google Ads in the distant past.
There’s plenty more detail in Dosanjh’s analysis, which you can see in full here.