Digital marketing agency King Kong will be assisting Purplebricks to market its properties.
According to Sabri Suby, CEO of King Kong, they will be assisting Purplebricks in trying to disrupt conventional real estate.
"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.
"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."
He said he was proud to be leading Purplebricks' attempts to gain 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."
The marketing strategy will start with a micro-site, a Google Ads campaign, and some videos on YouTube. Also planned are ads on Facebook, and a "sales funnel".
Neil Tavender, Australia CEO of Purplebricks, said the timing was right and the companies are a good match.
"King Kong was the perfect fit. Purplebricks Australia is growing rapidly and we wanted a digital marketing partner to help build on that momentum. "As a disrupter in the real estate industry, we needed a campaign to match our agile, results-focused approach."
(Of course its business model is closer to conventional real estate now, so it is not "disrupting" as much as it had originally set out to do.)
"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."
Barry Du Bois, who recently appeared in Purplebricks commercials which denigrated "regular" real estate agencies, while continue to be the front-man for advertising.
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