We positioned Purplebricks as the UK’s number one estate agency operating online, taking them from start-up to IPO in 18 months
Purplebricks.com is the modern model of estate agency. The business takes the best elements of the traditional offering, and combines it with a state-of-the-art interface to offer the best possible service to customers, saving them time and money.
We were tasked with launching Purplebricks to the UK public and estate agents, with a high-impact media campaign. They were keen to build the national profile of Purplebricks as the number one estate agency operating online. It was important that we position the co-founder and CEO, Michael Bruce, as a thought leader and expert commentator on the property industry, while also raising awareness of the specialist local property experts in their respective regions. In the first two months of the campaign, the business was keen to raise awareness of recent investment across the national and business press.
Originality & Creativity
Purplebricks.com launched in April 2014, among stiff competition. It was vital that we positioned them as different to other market offerings. To do this we needed to focus heavily on their regional knowledge by harnessing the insight from their Local Property Experts. We built their national presence by announcing their gradual roll-out across different regions over 12 months. This included working with the Purplebricks data team to identify property buying behaviour and trends to offer fresh content to relevant media outlets.
Strategy & Implementation
We used expert commentary on the news agenda to create awareness of the brand and its spokespeople. PHA Media sourced, interviewed and placed case studies of satisfied customers to demonstrate the value added to the house buying and selling process by the Purplebricks.com brand.
We also arranged meetings and briefings with key industry journalists to discuss the brand and placed a number of stories on company investment in the national and business press. We combined a corporate PR campaign with a consumer one, in order to harness the brand’s many unique insights and target multiple audiences.
Results & Evaluation
We achieved widespread national broadcast and print coverage around the launch of the business, including pieces in The Daily Telegraph, City AM, Sky News and BBC Radio 2, along with a range of regular features in the business press, including key titles such as Elite Business and Talk Business. Purplebricks.com were crowned as the UK’s #1 startup business, following our entry. Startups Magazine chose Purplebricks for their unique, disrupting business model and the press coverage generated in their first 12 months of trading.
18 months after launching, Purplebricks.com announced its intention to float with an IPO valuing the business at circa £250m. Throughout our PR campaign, the consistent coverage we achieved for the company across the national and business press had a hugely positive impact on their corporate profile and reputation as one the UK’s fastest-growing businesses, revolutionising the property market as we know it.
Sky News HD
BBC Radio 2