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Stelios Haji-Ioannou-backed easyProperty pulls off unique PR stunt

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The number of online estate agents is growing and it is predicted that by 2020, 70 per cent of homeowners will be selling online. It seems that we’ve come to the point where we are now more likely to property surf online on Christmas Day than watch the Queen’s Speech. 

After all, this was the case in 2013, when Rightmove obtained 14 million page views compared to the Queen’s Speech’s 7.8 million views. We also spend an average of 17 hours a month on property sites.

Indeed, the online sector has come a long way since eMoov began selling homes for a fairer fee than the high street in 2010. It is no longer just about providing a cheaper alternative, but about offering a more empowering service for the consumer.

Rob Ellice, CEO of easyProperty, said: “Consumer behaviour has changed. No one walks into an estate agent’s office to start their search for a property anymore. With traditional estate agents, you are still paying for their high street offices, a fleet of branded cars and cafes – even if you don’t want these services.”

Surely this spells trouble for – or even the death of – traditional estate agents? That’s exactly what easyProperty thought as it concocted a PR stunt of epic proportions.

Led by Ellice, the company held a funeral procession through Westminster to signal the “death of the high street estate agency” and its extortionate commissions.

The march got under way as “estate agents” in pin-striped suits, and holding brick-sized mobile phones to their ears, filled the streets. They carried red wreaths behind a horse-drawn coffin.

Passing the Foxtons office in London, easyProperty put out on Twitter:

easyProperty posted several of its pictures on Twitter using the hashtag #FatFeesRIP.

The three-mile procession, complete with jazz band, marked the official launch of easyProperty into sales. 

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