Purplebricks

Flipping estate agency in
our customer’s favour.

Brand Strategy
Tone of Voice
Business Strategy
Design Partnership

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Giving Purplebrick's newly merged team a reason to believe in the brand – and the bigger picture.

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Key Copy

You’re right to question it: your home is a big deal. And for too long, this industry has sold everyone half the story.

“Working with Sonder & Tell has been a process of unlocking the potential within our brand that was there all along, but we needed their guiding hand to lead us. And the creation of the storybook strategy itself has gone far beyond just marketing – it has crafted a narrative for the wider business that informs our living room sales pitch, our hiring, values and culture, and our commercial performance.”

– Phil Lloyd, Chief Marketing Officer

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Owning the move through a merger.

Online estate agent, Strike, had just bought Purplebricks for £1. The merged business would be taking the best of both forward under the Purplebricks name.

Purplebricks’ new brand needed to build trust with both customers and employees. Although it was famed for promising to help “save yourself from commisery” and standing against everything traditional agents represent, they didn’t know what they stood for. Why should customers choose Purplebricks, instead of just choosing not to use other agents? And why should teams who used to be rivals come together under one roof?

The Insight

Most of us have thought:

“I could do a better job myself.”

Our research revealed that both teams and customers shared a proud self-starter mindset. They’re proactive people who don’t settle for the way things have always been done. Who think: “I could do a better job of this myself”. Then actually do.

This frustration at the industry – that only tells you one side of the story, and a house-selling process that’s the same now as it was 200 years ago – was something they shared. So what if we could build a brand that brought customers in on the act?

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A brand that knows what it stands for – not just against.

Purplebricks believes helping people see the other side of the process means letting them choose how to sell their home, from full support all the way to free. So we built Purplebricks’ strategy around flipping estate agency in our customer’s favour and letting them “own their next move”.

And, to make sure the ideas of entrepreneurship, transparency and empowerment didn’t just reach the customer, but became values for the company and its people moving forwards, we embedded them in a workshop with senior leaders.