Purplebricks’ Australian business has launched a direct attack on traditional estate agents in Oz with a campaign fronted by the country’s answer to Phil Spencer, property pundit Barry Du Bois (pictured, above).
In the UK the company may have only made indirect references to its traditional rivals, but in Australia the gloves are well and truly off.
After being appointed as the company’s brand ambassador, Du Bois has joined Purplebricks in an all-out assault on local fee levels, which the 58-year-old says are ‘frustratingly’ high.
He told local media yesterday that: “As a nation, we need to challenge the concept of a commission in real estate,” he says.
“The argument that agents can only do their job well if they are excessively remunerated 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.”
His comments are part of a campaign by Purplebricks including a revamped website, banner ads and a TV campaign fronted by Du Bois.
During the advert traditional agents in Oz are depicted as self-absorbed, preening, Porche-driving ‘commission collectors’.
“Since launching, we have saved Australians over $50 million in commission fees,” says Neil Tavender, CEO of Purplebricks in Australia (left).
“This campaign is about educating Australians about the real estate industry’s archaic business model that only benefits agents.”
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