Purplebricks CMO: “We Must Invest In Marketing To Stand Out From Noisy Neighbours”
01 Apr, 2021
Paid social, audience data and brand building are on the agenda for CMO Ben Carter as Purplebricks looks to gain trust and disrupt the property industry.
New Purplebricks CMO Ben Carter plans to invest in marketing to disrupt the estate agent industry and build brand trust.
Speaking at MAD//Anywhere last month, Carter, who replaced Ed Hughes as CMO in November last year, told attendees that "the property industry is ripe for disruption”.
“Our sector is not known for being trustworthy. There's a massive opportunity for us to be known as the trusted property brand,” he said.
Whilst Purplebricks has strong brand recognition, Carter admitted that the brand has work to do to "close the consideration gap".
“We’re well known but not well understood...We must invest in marketing to stand out from noisy neighbours.”
The former Just-Eat marketer added that investment in paid social, CRM and audience data would be integral to Purplebricks’ plan to disrupt the marketing industry. Carter added that Purplebricks' sponsorship of Team GB had yielded positive results.
Attended by over 3,000 global marketing leaders, MAD//Anywhere featured 147 speakers over two days including Ogilvy Vice-chair Rory Sutherland, Ben & Jerry’s Head of Activism Rebecca Baron, Dishoom Co-founder Shamil Thakrar and Eve Sleep CEO Cheryl Claverley. Sessions are available to watch on-demand on the MAD//Fest YouTube channel.