Purplebricks targets ‘commission collectors’ in newly launched campaign via Hark Attack
Purplebricks Australia has today unveiled an advertising campaign led by property expert Barry Du Bois, encouraging Australians to question the real estate industry’s ‘commission collecting’ model, which it argues has not changed for 30 years and is only in place to benefit agents.
Encompassing television commercials, digital banners and radio spots, the nationwide campaign challenges Australians to consider how they can get the best return when selling their home and whether real estate agents deserve to walk away with tens of thousands of dollars by taking a slice of the sale price, opposed to earning a fixed fee.
Du Bois, television property expert, has over thirty years’ experience buying, developing and selling property and is Purplebricks’ newly appointed brand ambassador. Barry has grown frustrated with the real estate industry’s commission collecting model and is now on a mission to educate Australians so they don’t pay excessive fees when selling their homes.
Says Du Bois: “As a nation we need to challenge the concept of a commission in real estate. The argument that agents can only do their job well if they are excessively renumerated just doesn’t stack up.
“The commission collecting model hasn’t changed for thirty years at a time when technology has rapidly transformed the industry. Every month millions of Australians visit realestate.com.au and Domain so the days of relying on an agent’s black book of contacts are over.
“Furthermore, between 2008 and 2018 it’s estimated that average national house prices increased by approximately 50 per cent, and closer to 70 per cent in Sydney where I live, which has resulted in exorbitant pay rises for agents at a time when wage growth has stagnated for other industries. It’s simply not right and the commission gravy train has to stop.”
Independent research conducted by Purplebricks to inform the campaign shows that 70 per cent of Australians would prefer a fair-fixed fee as opposed to an ‘old-fashioned’ commission.
Says Neil Tavender, CEO, Purplebricks Australia: “Since launching we have saved Australians over $50 million in commission fees. This campaign is about educating Australians about the real estate industry’s archaic business model that only benefits agents. We won’t rest until every Australians understands they can sell their home with a fixed fee, get a great result and not fund ‘commission collectors’ lifestyles.
“The market has cooled and as a result Australians are more closely examining every aspect of the sale process. The fixed fee proposition is resonating with sellers who want to find different ways to maximise their returns.”
Says Du Bois: “It also comes down to transparency which is an area where the real estate industry has failed for too long. The good news is that technology is the great leveller for consumers, and online platforms, like ‘My Purplebricks’, lets sellers see offers, review feedback and gauge buyer interest 24/7.”
Purplebricks offers a flat fee of $8,800 when selling a home. This includes an upfront payment of $4,400 (2,200 in WA) that goes towards organising the campaign and implementing a first-class marketing package (the latter of which ‘old fashion’ agents will normally charge customers for on top of their commission fees).
Customers then only pay a further $4,400 ($6,600 in WA) when they sell. Customers can also defer their up-front payment for six months, meaning they can go to market at zero cost.
As part of the campaign, Purplebricks Australia has relaunched its website which can be viewed here.