PURPLEBRICKS – How do we successfully bring a fast-growth hybrid online offering to market only 18 months after foundation?
The first hybrid online real estate agency group was preparing to list on the London Stock Exchange just 18 months after its launch. The business needs to establish understanding and value of the innovative model with investment audiences and commentators.
We developed a financial communications programme to launch the Purplebricks’ brand and model in a very short window of opportunity in the lead-up to the Listing. This involved a rapid assessment and fine-tuning of Purplebricks’ positioning versus its online competitors and against the traditional bricks and mortar agencies.
A detailed and focused programme of contact with the key influential media, sell-side analysts, investors and private client brokers was put in place to provide a supportive backdrop for the Listing.
The IPO successfully valued the Company at £240 million. From a standing start, Purplebricks received wide-ranging supportive media comment for its disruptive business model and acknowledgement of its dominant market leadership in the online agency space.