Performance Analysis PURPLEBRICKS FY17/18
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Performance Analysis PURPLEBRICKS FY17/18 Data provided by About TwentyCi About “TwentyCi is a life event data company that provides intelligence into the This data, along with TwentyCi’s dedicated team of business analysts and events in consumer lives which act as purchase triggers, such as moving data scientists, informs insight and research into the UK property market, home, having a baby, buying a car or retiring. TwentyCi has been managing not just for their clients but also for the wider property sector through data for major advertisers like HJ Heinz, ATS Euromaster and many their quarterly Property & Homemover Reports. These reports provide a leading estate agents for over 15 years. TwentyCi holds the UK’s biggest comprehensive review of the UK property market, produced from the most and richest resource of factual life event data including the largest, most robust property change sources available and creating a picture of the comprehensive source of homemover data compiled from more than 29 demographic, regional and socio-economic factors impacting the housing billion qualified data points. market. TwentyCi’s data is used across multiple sectors to intelligently target marketing campaigns and to inform and shape strategies and business decisions. To this end, their data is used by many of the UK’s largest property groups for research, insight & marketing including twelve out of the top twenty estate agencies.” What were Purplebricks looking to establish from the TwentyCi data? What were Purplebricks looking to establish from the TwentyCi data? Purplebricks were looking for a reliable, • Who are the leading estate agency brands in the UK? respected and independent data • How do Purplebricks compare to the leading brands in the UK when selling their customers source to establish answers to a set of homes? questions and comparisons about their performance in FY17/18. • How do Purplebricks compare to the leading brands in the UK when converting listings to properties sold? TwentyCi’s homemover data universe was commissioned to be used as the • What is the year on year comparison of the leading brands in the UK when converting listings to source material for a whole of market properties sold? review of Purplebrick’s performance. • Based on the average UK house price how do Purplebricks compare to the leading brands in the UK when securing sellers the best possible price? • How does Purplebricks compare to the leading brands in the UK for time to sell? • How does Purplebricks compare to the leading brands in the UK for time to complete? • How do Purplebricks compare to the industry average on price reductions? • How has Purplebricks performed in terms of market share regionally across the UK and how does that compare to the leading agency groups? Conclusions drawn from TwentyCi’s data Conclusions drawn from TwentyCi’s data • Largest estate agency brand: Purplebricks has cemented • Sold faster: Purplebricks sell properties faster than the top 10 largest themselves as the largest estate agency brand in the UK. brands in the UK at an average of 48.5 days • No1 at selling houses: 81% of listings sold within 12 months • Complete faster: Purplebricks complete on sales faster than any of the top 10 largest brands in the UK at 159.2 days from instruction to • Sold more: Purplebricks sold 3.1 times the number of properties than completion the next largest UK brand (increased to 3.3 in H2) • Price reductions: Purplebricks achieves the industry average for the • Sold more: By the end of the financial year Purplebricks sold more number of price reductions on properties listed by them houses than any other group of brands in the UK • Largest market share: Purplebricks has the largest market share • Highest conversion: Purplebricks had the highest level of conversion across all price bands up to £1m, an exceptionally strong growth in all to sale of the top 10 brands in the UK and have the best year on year price bands, unrivalled by any of the top 10 largest estate agency brands improvement in conversion. in the UK and have grown market share in every region of the UK. • Secure best price: Purplebricks gets the best price for customers based on the UK average price bracket of £250,000-£300,000. They secured an average of £6,000 more (in addition to the savings made on any fees charged by Purplebricks) when compared to the top 10 traditional estate agent brands. Data provided by Appendix Charts Volume of New Instructions, SSTC Notifications and Exchanges in FY 1718 70,000 70,000 60,000 60,000 50,000 50,000 40,000 40,000 30,000 30,000 20,000 20,000 10,000 10,000 Data provided by 0 0 Purplebricks Purplebricks Your Move Your Move William H Brown William H Brown Connells Connells Hunters Hunters Haar t Haar t Reeds Rains Reeds Rains Savills Savills Bair sto w Ev es Bair sto w Ev es Foxtons New Instructions Foxtons New Instructions Winkworth Winkworth Fox & Sons SSTC Fox & Sons SSTC Kinleigh Folkard & Hayward ExchangedKinleigh Folkard & Hayward Exchanged Bridgfords Bridgfords Hamptons International Hamptons International Yopa Yopa Mar tin & Co Mar tin & Co Knight Frank Knight Frank Express Estate Agency Express Estate Agency Ward & Partners Ward & Partners Largest 20 Brands – Conversions (SSTC/NI) 80% 80% • Between May 2017 and April 2018, 70% 70% Purplebricks had the largest conversion ratio (SSTC / NI) of any other of the leading 20 60% 60% estate agent brands in the UK at just over 75% • The average of the top 20 brands is shown as 50% 50% an orange line at 58%. The average of the top 50 brands is 59% 40% 40% • “Traditional” agents are shown in green and 30% 30% other online / hybrid agents are shown in grey 20% 20% • Purplebricks therefore have the highest level Conversions (SSTC Instructions) / New of conversion ratios of any of the top 20 10% 10% largest brands in the UK 0% 0% Yopa Haar t Savills Hunters Connells Foxtons Bridgfords Your MoveFox & Sons Winkworth Purplebricks Reeds Rains Mar tin & Co Knight Frank Bair sto w Ev es Ward & Partners William H Brown Express Estate Agency Hamptons International Data provided by Kinleigh Folkard & Hayward Largest 20 Brands – Cohort Analysis (Sold Listings) 90% • Looking at a cohort of New Instructions in May 2017 we can see that Purplebricks are 80% Purplebricks.com the best at selling properties from month 1, Ward & Partners Hunters with 50% of instructions already sold by June 70% 2018. Reeds Rains William H Brown 60% • Over 80% of Purplebricks listings are sold Bridgfords within 12 months. Your Move 50% Mar tin & Co Bair sto w Ev es 40% Yopa % Listings Sold Listings % Connells 30% Fox & Sons Haar t 20% Kinleigh Folkard & Hayward Winkworth 10% Hamptons International Savills Knight Frank 0% Express Estate Agency Data provided by 201705 201706 201707 201708 201709 201710 201711 201712 201801 201802 201803 201804 201805 Foxtons Time to Sell FY1718 80.0 • Between May 2017 and April 2018, Purplebricks sell properties faster than any 70.0 of the top 15 largest brands at an average of 48.5 days 60.0 50.0 40.0 30.0 20.0 10.0 0.0 Average to Time Sell in Instruction (New Days date to date) SSTC Haar t Savills Hunters Connells Foxtons Fox & Sons Your Move Bridgfords Winkworth Purplebricks Reeds Rains Bair sto w Ev es William H Brown Data provided by Hamptons International Kinleigh Folkard & Hayward Time to Sell FY1718 Compared to FY1617 8.0 • In terms of the improvement between May 2017 and April 2018 compared with the prior 6.0 year, Purplebricks are selling properties 4.9 days faster on average. 4.0 2.0 0.0 -2.0 -4.0 Improvement on Prior on Improvement Year -6.0 -8.0 Haar t Savills Connells Hunters Foxtons Average to Time Sell in Instruction (New Days date to date) SSTC Your Move Winkworth Fox & Sons Bridgfords Purplebricks Reeds Rains Bair sto w Ev es William H Brown Data provided by Hamptons International Kinleigh Folkard & Hayward Data provided by.