Purplebricks has returned to our TV screens with two new adverts along the so-called “commisery” theme.
One is set in an evening pottery class where one potter discusses selling his home and is asked by a female colleague if he used Purplebricks.
She says: “They are proper estate agents, real people, you just don’t pay commission.”
Small print also appears on the screen at the same time stating that viewing services cost extra and that the savings are based on Purplebricks’ flat fee compared with using a high street agent charging on average 1.5%.
Rather than his face splatting into a cake, as in previous versions, this actor instead splats the vase he was moulding across the room, at least avoiding any clay in his hair and beard. He then goes on to wreck his colleague’s pottery creation.
There is another ad where the actor comes off worse. Two businessmen are shown on a tea break in their office having the same conversation regarding commission when one mentions selling his property. The seller ends up pouring milk over his own head.
https://www.youtube.com/watch?v=YOnWuJ-EN4M
In both versions a voiceover then states: “Ah commisery, the misery you feel when you spent thousands on commission but got nothing more from your money.”
Meanwhile, subtle changes have been made to Purplebricks listings on Rightmove.
If you look closely at the banner image on the portal page above you will see in small white writing the recent appearance of the phrase “fees apply”.
Too small? We have zoomed into the corner of the banner for you below:
Rightmove declined to comment on this change but a spokesperson for Purplebricks said: “We chose to update these banners a month ago as part of our ongoing process of refreshing and improving the website.”
Comments (21)
Whatever happened to the CIELA campaign and complaint about the misleading nature of the original adverts? Does anyone know where that is at…..at the moment?
My recent regular stream of ReTweets from seemingly dischuffed customers have suggested that theme tune should be ‘Sorry (Seems To Be The Hardest Word…)”
On second thoughts – how’s about ‘Purple Pain…’?
I feel a lyrical re-write coming on…
Did I hear “lyrical rewrite” mentioned? How about this…
“They seem to be causing so much sorrow
They seem to be causing so much pain
They persuade people to pay an upfront fee
But it’s possible those folk won’t ever hear from them again
Purple pain, purple pain
Purple pain, purple pain
Purple pain, purple pain
The whole experience might mean you finish up insane…”
(With all due respect to Prince)
That’s EGGSACKERLY what I had in mind, Mr O’D!
Your pencil has more than one string to its’ bow!
Only one word befits:
#MARVELLOUS
One of the best advertising campaigns of the year – maybe ever. And the response from the rest of the industry? None that I can see (Lie down, roll over maybe?).
“Ah commisery, the misery you feel when you spent thousands on commission but got nothing more from your money.”
This is a lie, you pay for a service.
Now compare this to PB ….. You do not get the same level of service, you have to pay more if you want some extra but still not the same level of service, you do not get no sale = no fee. We charge you if we don’t sell your property …. ah feesery!
or #CONmisery
(curtisy of PeeBee)
“Ah CONmisery, the misery you feel when you spent thousand on a fee but got nothing more from your money.”
The ASA should make it law that when advertising a service where there is a possibility of the consumer paying a fee and getting nothing in return that this is stated in the advert.
In the same way as “an investment can go up as well as down” or “your home is at risk if you fail to keep up mortgage repayments”.
The ASA don’t make the law, nor do they enforce it. Trading standards are there to enforce it.
The ASA can only offer guidance. While the latter is noticeable by its outstanding absence.
“…the savings are based on Purplebricks’ flat fee compared with using a high street agent charging on average 1.5%.”
REALLY? Didn’t Which? amend their quoted “UK average” Estate Agent fee down to 1.3% (inclusive of VAT) as of December last year?
Yet the minute print on these adverts states
‘Savings based on Purplebricks’ flat fee vs using a high street estate agent paying an average 1.5% commission. May 2017.’
Funny, that.
Another ‘funny’ thing is the ever-handy “savings calculator” on the PB website.
Seems the default Estate Agents commission is set at a figure of 1.8%. That’s quite an overstatement is it not? – and of course it is totally coincidental that it was the previous exorbitant figure they were peddling as the High-Street “average”…
In the spirit of fairness, it is noted that the user can reset it to whatever fee they like (minimum 1%, maximum 5%) – but many would argue that the seed will already be planted.
They should be careful – some could potentially use the above to suggest, infer – or simply shout from the chuffing rooftops – that PB are being somewhat disingenuous (credit: cyberduck46) in their marketing.
AGAIN.
We are all wondering where are the naea and each and every time we hear nothing!
except of course a “speaking from Washington” so for me, i have to ask why are you still members?
Decades ago when I became an estate agent my goal was to become a member and establish myself as a fellow however as time went on I could see they were only a money machine for their own gain but they have all but disappeared into the background spending their members contributions whilst they still can, so I ask again as I used to know why I wanted to be a member but today, WHY!
Well said. ‘About as useful as an ashtray on a motorbike’ springs to mind when it comes to the now toothless NAEA.
In the meantime all you thoroughly professional, ethical agents out there, don’t be too concerned. When push comes to shove, Purple Bricks & co cannot survive on the fees they charge – bucket shop agency never worked in the past, it won’t now.
B. good idea but the game will be up before long now. Just watch and see.
NAEA philosophy is outdated. Good intenations but not necessarily relevent as many an agent operates sucessfully without them. They have never got out of the trench of being a training body and probably dismissed as “Who?” by the public through years of neglect in promoting the industry. They need to have a deep think of what they are about and why agents do not join and why the public impression is dismal, for they are the same today as they were decades ago. Do they really represent the industry or members only?
These adverts are totally cynical, but are working with the public. Where is the mention that you have to pay a fee….and particularly whether you sell or not (other than in a bit of small print that no one will notice anyway)?
The whole adverts are designed to get people to make contact on the basis that ‘it might cost them nothing’ to sell their property.
Once an online lister rep gets in their home that’s then three quarters of the battle to win new business isn’t it?
The phrase ‘Fees apply’ on the rightmove advert should be the same size as the main advert wording, at the very least.
Also NAEA where are you? You continually allow one of your bigger members to try and destroy your smaller members who are by far the majority. Is the extra money more important to you than representing and protecting the largest part of your membership? Your continual silence on this matter makes a mockery of your own organisation.
No other organisation wishing to be perceived as being ‘professional’ by the general public would allow a situation where one member openly mocks the other members. Would such behaviour be tolerated by the BMA or RICS?
Funny ads.
Shame they’re misleading the public.
A seller of ours came into the office last week. We get on extreemly well, she’s retired and widowed, wants to relocate to the IOW to be near her daughter.
She said, what’s all this pay nothing with Purple Bricks…?
i explained… she replied…
‘oh, well that should be illegal, I feel quite mislead…. I thought that I could sell without being charged’?
ASA, where are you…? You’re meant to protect consumers, even more so the vulnerable. This lady could have been totally screwed if she went with PB, not only because they DO charge no matter what the outcome, but also there would be no one to take care of her from start to finish during a stressful process.
Please don’t remove this comment, PIE. The lovely lady in question is happy to repeat those exact comments to back me up.
Go COMPARE…GO Compare….. public already sick of an agent whose only USP is to slate the industry. NO one likes a bitchy business.