Online agent YOPA has a new feature called the Agent Guide on its site.
It claims to compare high street agents in towns with YOPA itself.
However, the comparison is between YOPA’s national inventory – which it puts at 3,293 – and the high street agents’ own local stock, which needless to say is a lot less.
It also compares selling times between itself – YOPA says its own selling time is four weeks – and local agents, whose selling times do not fare well in comparison.
So far, the guide has information on 75 towns and cities but says it is adding more.
The feature can be found here:
When EYE asked about it, a spokesperson told us that the YOPA team has just “released a whole website re-brand and this tool was mistakenly published before it was finished. The team are making changes to it”. However, yesterday we could not see what those changes were.
Meanwhile, YOPA today had a double-page advertising spread on pages 2 and 3 of the Daily Mail. It is also launching a new prime-time TV advertising campaign, exactly a week after announcing its £27m investment by LSL and the Daily Mail owners.
Today’s highly prominent Mail spread for YOPA said: “We’ve kept the good bits of traditional estate agents and done away with all the bad bits. Like the expensive commission and the 9-5 opening hours. You know, all ye olde-fashioned stuff.”
The first of the three TV adverts can be seen during tonight’s episode of Gogglebox on C4.
The adverts, like the Mail’s spread, explore the idea that selling your home with YOPA is such a no-brainer you’d need a ridiculous reason not to, such as apparently being two inches tall or holed up in a boat surrounded by ice.
YOPA’s previous campaign, launched a year ago, featured original members of the Village People.
YOPA chief marketing officer Gav Thompson said: “YOPA is turning the world of estate agencies on its head. These ads turn the world of estate agency advertising on its head.”
YOPA last week raised £20m in funding from LSL, whose 12 estate agency brands include Your Move, Reeds Rains, and Marsh & Parsons, plus a further £7.6m from existing investors the Daily Mail and General Trust.
It is already backed by Savills.
You can see one of the new adverts below – the script is pretty much the same in all of them.