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An Estate Agent You Can Love

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An Estate Agent You Can Love 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.
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