Online estate agent in pounds 13m advertising blitz

A no-fee internet estate agency is launching a pounds 13 million ad blitz in an attempt to steal a march on rival offerings.

A no-fee internet estate agency is launching a pounds 13 million ad

blitz in an attempt to steal a march on rival offerings. is using TV, national press and poster advertising in a

campaign that compares estate agents with interfering busybodies.

The work, due to break in London and the South East on 14 February,

before a national roll-out, is the first to be produced by the

Cordiant-owned Atlas Advertising since it was awarded the account in

November without a pitch.

Easier, which expects to secure pounds 12 million in funding through an

AIM flotation, intends to eliminate commission costs by cutting out

’middle man’ estate agents.

Instead, the service, which goes live next week, will be offered free of

charge. Revenues will be generated from sending participants’ details to

providers of mortgages, insurance and furnishings.

Easier hopes the advertising will distance it from the 1,500 other

property websites which, it claims, are less comprehensive or charge a

registration fee.

Nick Clements, the Atlas managing director, said: ’Easier is in a

tearing hurry to create a brand through the advertising and to develop a

critical mass that will leave others in its wake.’

In one 30-second ad, the estate agent is personified by a barman who

ruins a young man’s attempt to chat up a girl. In another, he becomes a

washroom attendant who makes a performance out of unlocking a cubicle

for a bemused customer.

The films were written by James von Leyden, art directed by Gary Smith

and directed by Richard Loncraine for James Garrett. Media buying is

through Equinox.

The campaign makes Easier the biggest-spending client at Atlas, after

Hyundai. Atlas was set up to handle the car manufacturer’s pounds 25

million pan-European account a year ago to avoid conflict with the

pounds 100 million SEAT pan-European business at Cordiant-owned Bates.


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