Purplebricks came onto the scene with a fresh offering. In a market dominated by high street estate agencies, they operated largely online – a difficult sell to a market conditioned to expect a full face to face service. Whilst the traditional model of the ‘high street estate agency’ was well-established, we knew it was neither trusted nor well regarded by the public. Positioning Purplebricks as superior to high street agencies and other disruptive property start-up competitors was key. However, Purplebricks had further aims than merely attracting customers. As a high growth tech start-up, their overarching business goal was to attract investment


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