A new ad campaign by Purplebricks launches today to highlight the commission householders have been paying to traditional estate agents when moving home.
The ads, produced by Snap London, introduce “commisery”, described as the “misery you feel when you have spent thousands on commission and got nothing more for your money”.
Purplebricks charges a flat fixed rate of £849, or £1199 in London and surrounding areas for its estate agency service. Traditional agents’ charges can be as high as 2.5% but a typical fee is 1.8% (1.5% plus 20% VAT).
The campaign initially features two humorous 30 second ads with actors discussing recent house sales and will run for three months. It ends with the slogan “Save yourself from commisery with Purplebricks.com”
Explaining the ad, Ed Hughes, marketing director at Purplebricks, said: “In the past people had no other choice but to put their homes on the market with expensive bricks and mortar estate agents.
“We wanted to open people’s eyes to commisery and show sellers the alternative to paying expensive rates of commission – one fixed, fair fee regardless of the value of their property.”
The ads see a move away from the using the popular brothers, though Purplebricks said they could return in the future.