The site joins an increasingly crowded industry of online estate agencies, which means it will face a struggle to be noticed by house-hunters and homeowners alike. The venture, which launched recently in the UK, is an online lettings service, with a sales arm to launch in the spring of 2015.
Now, to drive awareness of the site, a £4.5 million campaign is being launched, relying on the familiarity of the orange-and-white “Easy” brand to fuel trust.
The firm raised approximately £9.7 million from a crowd-funding campaign in the run-up to its launch, reports Marketing Week, of which half shall be used to back its marketing drive, which is targeting newspapers, online outlets and social media.
“It’s largely an education task, as we need to let people know we exist. We then need to let them know the difference between traditional and digital [estate] agencies,” commented easyProperty Chief Marketing Officer Chris Welsh.
The company intends to woo younger consumers in Generation Rent, who “can’t afford to buy their own home, or, unlike their parents before them, are choosing not to buy at all as a lifestyle choice”.
With only 10 of the 180 online letting and estate agencies in the UK operating on a national basis, will the £5 million budget and the orange logo be enough to attraction attention?
Source: The Movechannel