An estate agent you can love
Michael Bruce, Founder & CEO Experiences build brands and create loyalty
2 Our experiences are our loyalty
3 At last Estate Agency is changing forever 4 Spontaneous awareness and consideration continue to increase significantly Estate Agency is changing forever
Prompted awareness 100% 97% 90% Upward Momentum 80% 82%
70% Spontaneous awareness 60% Top Box consideration 50% 48% 44% 40% 36% 30%
20% 20%
10% 4% 0% 2% Jul '15 May ‘16 Sep ‘16 Feb ‘17 Mar ‘17 Jun ‘17 Sep ‘17 Feb '18 May '18 Sep '18 ** * * *
• Base: All respondents (c1,000) * KPI wave (500) ** Benchmark wave, covering London and Meridian only (411) 5 Top of mind awareness of Purplebricks continues to climb significantly, reaching 28% Estate Agency is changing forever
Purplebricks 50%
45% Zoopla 40% Rightmove 35%
30% 28% YOPA
25% 21% 23% 19% 20% 17% 16% 14% 15%
10% 8% 9% 5% 5% 5% 1% 2% 0% Jul '15 May '16 Sep '16 Feb '17 Mar '17 Jun '17 Sep '17 Feb '18 May '18 Sep '18 ** * * * • Q2a. If you were thinking of selling your home, what companies would you think of contacting first? First mention responses
• Base: All respondents (c1,000) * KPI wave (500) ** Benchmark wave, covering London and Meridian only (411) 6 Purplebricks outpaces the competition on total spontaneous awareness Estate Agency is changing forever
50% 48% PurpleBricks
45% Zoopla 40% 40% 37% 36% Rightmove 35% 30% 29% YOPA 30% 25% Emoov 25% 22% 20% 17%
15% 14% 10% 10% 7% 5% 2% 5%
0% Jul '15 May '16 Sep '16 Feb '17 Mar '17 Jun '17 Sep '17 Feb '18 May '18 Sep '18 ** * * * • Q2a. If you were thinking of selling your home, what companies would you think of contacting first? First mention responses
• Base: All respondents (c1,000) * KPI wave (500) ** Benchmark wave, covering London and Meridian only (411) 7 Familiarity continues to rise for Purplebricks
Estate Agency is changing forever
100% Purplebricks 90% 81% Housesimple 80% 77% 70% Tepilo 68% 68% 70% 62% 59% Yopa 60% Emoov 48% 50% easyProperty 40% 34% 40% 32% 30% 31% 21% 26% 20% 21%
10%
0% Jun '15 May '16 Sep '16 Feb '17 Mar '17 Jun '17 Sep '17 Feb '18 May '18 Sep '18 ** * * * • Q2d. How familiar are you with the following estate agents?
• Base: All respondents (c1,000) * KPI wave (500) ** Benchmark wave, covering London and Meridian only (411) 8 Purplebricks has higher familiarity than national high street estate agents Estate Agency is changing forever
90% Purplebricks 81% 80% Your Move
70% Connells
60% Mann & Co.
50% Fox & Sons
40% Reeds Rains 30% Haart 21% 20% Foxtons
10% Pearsons
0% Winkworth Jul '15 May '16 Sep '16 Feb '17 Mar '17 Jun '17 Sep '17 Feb '18 May '18 Sep '18 ** * * * • Q2d. How familiar are you with the following estate agents?
• Base: All respondents (c1,000) * KPI wave (500) NB: Haart, Foxtons and Winkworth were not shown in the Meridian region 9 • ** Benchmark wave, covering London and Meridian only (411) Consideration is rising with a significant uplift in those claiming they would definitely use PB Purplebricks consideration
14% 19% 24% 31% 35% 35% 34% 38% 40% 43% Top 2 box
I would definitely use them 15% 20% 11% 8% 13% 8% 13% 6% 5% 27% 4% 23% 24% 25% 25% 24% 17% 21% 13% 9% 2% 3% 4% 5% 4% 5% 3% 5% 6% 5% 2% 3% 2% 6% I wouldn’t ever use them 4% 5% 3% 4% 4%
Jul '15 May '16 Sep '16 Feb '17 Mar '17 Jun '17 Sep '17 Feb '18 May '18 Sep '18 ** * * *
• Q3g. And now for the brand shown below, please use the sliding scale to indicate the extent to which you would consider using them the next time you sell a property. 10 • Base: All respondents (1,000) * KPI wave (500) ** Benchmark wave, covering London and Meridian only (411) Revenue history by country
in £m UK Australia US Group 100
90
80
70
60
50
40
30
20
10
0 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018
11 Market share, online agents
90% eMoov.co.uk
77% 80% 75% 73%73%73%73%74%73% 73%74% 73% 74% 71%71%72%71% 71% 72%71%71% 71% E-Prop Limited 67% 70% 64% 65% 63% 63% 63%63% 61% 62% 58% Hatched.co.uk 60% 56%58% 56%57%58% 55% 54% 52%53% 50% 50% 44% House Network
40% Housesimple Online 30% Estate Agents
20% Purplebricks
10% Tepilo Limited 0%
Yopa Property Ltd
12 ▪ Launched regionally in England on 13 April 2014
▪ Achieved UK coverage by June 2015
▪ IPO in December 2015 for £240m
▪ Became No1 estate agent in the UK
▪ Have become the most positively reviewed estate agent anywhere in the world
13 ▪ NPS score better than Amazon and Disney
▪ Launched in Australia have grown quickly to No3 within 12 months
▪ Launched in the US in September 2017
▪ Strategic investment from Axel Springer of £125m
▪ Purchased No1 online agent in Canada for $52m
▪ Strategic investment with Axel Springer in No1 German online agent
14 Thank you