Comprising outdoor, digital, radio, and print elements, the campaign aims to highlight how unfair it is that the commission from selling houses pays for the estate agent’s holiday or the agency’s new headquarters.
According to
Leadhome, traditional estate agents charge on average 5% to 8% commission fees for the sale of a property. Traditional agencies have built-in inefficiencies such as expensive office locations, large print marketing campaigns, and vehicle branding.
"We believe the traditional agency model places a large financial burden on the seller," says
Leadhome chief marketing officer Romy Zwiers. "Furthermore, it ignores the fact that most people buy their homes online today, rarely if ever, visiting an estate agent's offices."
Leadhome campaign
"The current asking commission of 5% to 8% is unsustainable, and only this high because of the inherent costs built into that business model," adds
Leadhome CEO Marcel du Toit. "After all, the franchisor, franchisee, and estate agent all have to get paid from the commission of each sale, which is what drives these unjustifiably high commissions."
Leadhome charges R29 995 including vat to sell a property, irrespective of its value. Additionally, sellers only pay once the transfer has gone through. Zwiers says she is hopeful that the campaign will be taken in the intended spirit.
"We know that there are plenty of hard-working estate agents out there, who deserve every Rand that comes their way," she adds, "We’re betting that they’ll find the ads just as funny as everyone else."
For more information, visit
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