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Purplebricks has signed a new commercial partnership deal to help it “eat through” the conventional model of commission-based real estate, as it moves to accelerate its ambitious Australian business.
Purplebricks has signed on King Kong, a full-service digital marketing agency, to lead its digital marketing in Australia.
King Kong CEO Sabri Suby said that King Kong has a strong track record of results.
“We will help Purplebricks eat through the conventional model of traditional, commission-based real estate agents, and look at the best way to position their offer to the market and communicate the value they offer,” he said.
“We have been undertaking detailed market research to find what the general sentiment on real estate agents in the marketplace – what are the pains, fears, hopes and dreams of people listing their houses.
“We will be implementing sophisticated sales funnels for Purplebricks to take complete strangers and turn them into piping hot sales leads, to help Purplebricks in its quest to completely disrupt the real estate landscape.”
Mr Suby said that he was proud to lead Purplebricks’ marketing initiative to build its market share.
“Impressions, clicks, likes, shares, follows and all those vanity metrics don’t mean a thing unless they result in sales. We don’t talk about vanity metrics. Instead we focus on hard numbers — cost per lead, how much they’re willing to spend to acquire a customer, ROI and guaranteed results.”
Mr Suby said that the strategies start with a microsite, Google Ads campaign, YouTube pre-roll, Facebook ads and a sophisticated sales funnel.
He also said that, fronted by Barry Du Bois, the campaign focus is on explaining the Purplebricks difference and highlighting its results for clients.
Purplebricks CEO Neil Tavender said that the time, and fit, was right.
“King Kong was the perfect fit. Purplebricks Australia is growing rapidly and we wanted a digital marketing partner to help build on that momentum,” he said.
“As a disrupter in the real estate industry, we needed a campaign to match our agile, results-focused approach.”
Mr Tavender said that the Purplebricks model is already gaining momentum.
“We know that once we get a lead, our real estate agents have an extremely high rate of conversion. In fact, over 90 per cent of our customers say they would sell with us again.
“So we engaged King Kong for our digital marketing to increase the volume of appraisals booked with us. And already in a short space of time, the results have been impressive.”
