Purplebricks has hired another creating PR agency to work on its consumer campaign.
Taylor Herring - part of the larger Publicis group - was selected following a four-way competitive pitch.
The company’s objective is to create more “fame and awareness” for the Purplebricks brand.
Zoe Melarkey, head of communications at Purplebricks, says: “Taylor Herring showed a great understanding of our business and the challenges we face, with a fresh, creative and strategic approach to telling our brand story. We’re delighted to be working with them.”
And Sam Corry, associate director at Taylor Herring, adds: “Purplebricks is the fastest-growing estate agent in the market, and we will be supporting the brand’s growth with consumer comms campaigns designed to drive advocacy and bottom-line results.”
Last month Estate Agent Today revealed that Purplebricks would launch an extensive marketing campaign after this summer’s Olympics - which finish this weekend - to emphasise the local knowledge of its 600 agents ‘on the ground’.
Chief executive Vic Darvey told Estate Agent Today that extensive research with consumers showed one of the perceived weaknesses of the brand was that it had insufficient local presence and expertise, because it lacked High Street premises.
“That’s the perception, although it’s not actually true. We have 600-plus Local Property Experts but we need to reassure customers and potential customers that those locals experts are exactly that - expert” he said.
Darvey stated that the local marketing would take the form of local TV and radio advertisements emphasising the regions in which they are broadcast, naming key cities and territories where LPEs are based.
There will be local marketing and sponsorship of events, and individual LPE names will come up in Google searches based on users’ locations, to make the local agents both recognisable and approachable.