Disrupting the highstreet with a unique property model
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.
We knew that positioning Purplebricks as a transparent, trustworthy and knowledgeable alternative would set them apart from their competition. Working with their data team and Local Property Experts we identified property-purchasing behaviour and trends to create fresh content which we placed in coveted spots in national press. Building further on their national presence we sourced, interviewed and placed case studies of satisfied customers across print and online media demonstrating the value that Purplebricks were adding to the house buying and selling process. We also focused on building their business profile in trade titles, establishing Purplebricks as a business worth investing in.
Our consistent coverage had a hugely positive impact on Purplebricks’ corporate profile and built their reputation as a disruptor of the property market as we know it. During the launch, we secured over 200 pieces of coverage across national, broadcast and print including The Daily Telegraph, City AM, Sky News and BBC Radio 2 along with regular features in the business press. This success long outlasted the launch. Purplebricks was crowned “UK’s #1 Startup Business” by Startups.co.uk, chosen for press coverage generated in its first 12 months of trading. Just 18 months after launching, Purplebricks announced its intention to float with an IPO valuing the business at £250m.
pieces of positive coverage
UK’s #1 Startup Business” by Startups.co.uk, chosen for press coverage generated in its first 12 months of trading