Gloves come off as online agents prepare to do battle on marketing front

| Rosalind Renshaw

The stakes continue to be raised in the online sector, after eMoov announced the recruitment of a new marketing director.

Lucy Milne has joined from the same role at Just Eat, the online takeaway ordering service.

Her CV also includes a stint as head of retail marketing at Orange.

eMoov boss Russell Quirk called her appointment “an epic hire”.

He said: “As the hybrid agency sector consolidates to just three or so viable players, the strength of the upper tier management team is pivotal to remain ahead of the pack.

“We’ve just raised a decent sum with more to come, but Lucy joining us is a further stake in the ground where our intent for the business is concerned.

“Her extensive experience and vast marketing weaponry will further cement eMoov’s position in the market as the fair, honest, value-added household name in property, ensuring our growth success.

“Lucy is renowned for her work at Just Eat, making the brand name synonymous with takeaway food. We look forward to her doing the same in making eMoov associated as the by-word for better estate agency.” 

Milne said: “I’m delighted to be moving into a new role and applying the experiences I’ve gained at Just Eat to a different industry.

“The rapid pace of the online sector at present makes it an exciting space to be in, but there is still a long way to go in educating the consumer as to why the online/hybrid model is the future of estate agency.

“Luckily, I’m starting on the front foot, as eMoov is already renowned within the industry, and I have no doubt that the company already possess the core foundations to facilitate the rapid growth required to lead this sector, which was one of the reasons I chose to take this position.”

Purplebricks – whose TV adverts have been widely acclaimed – and YOPA (Village People) also field high-powered marketing chiefs.

In May, Gav Thompson joined YOPA as chief marketing officer after a similar role at Paddy Power.

James Kidd is director of marketing at Purplebricks, and has been involved with the company since pre-launch. His CV includes stints at Virgin Mobile and Virgin Media.

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16 Comments

  1. Chris Wood
    September 5, 2017 at 06:45

    eMoovs’ marketing pronouncements ape Donald Trump, but with less class.

    Report
  2. AgentV
    September 5, 2017 at 06:47

    I fancy there will be some kind of advert soon featuring ‘gobs on sticks’ spouting off about this stat and that stat, and how a call centre person who doesn’t know your area or local buyers can negotiate a better sale price for you.

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    1. Andrew Overman
      September 5, 2017 at 06:57

      Whilst, each time, receiving a retrospective slap on the wrist from the ASA for making ‘false and misleading claims’, or spurious claims that can’t be substantiated, but in the spirit of things I’m sure the case will be informally resolved!

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    2. PropTechKing
      September 5, 2017 at 09:39

      Such a bitter man you are

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      1. AgencyInsider
        September 5, 2017 at 09:45

        Who let Yoda in?

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  3. PeeBee
    September 5, 2017 at 07:21

    Whatever you think about The Quirkster and other ‘can’t-afford-an-office’ outfits, one thing you can’t ‘TakeAway’ is their penchant for hiring square pegs…

    …and then hacking at the holes with a machete whilst telling the world how snugly they fit.

    Whether or not this latest hiring can ‘deliver’ is to be seen.  Can’t wait for the latest Marketing Minion’s maiden voyage on the waters that are PropertyIndustryEye – she may well wish she’d stuck to MealsViaWheels.

    There again – I suppose this could be likened by some to an Agency service rolling up in a knackered ‘X’-reg Vectra…

    What’s the new phrase?  Pass the popcorn…

    …or should I order some in?

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    1. Estate_Agent_Memes
      September 5, 2017 at 10:26

      Love it Sir Pee of Bee! :0)

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      1. PeeBee
        September 5, 2017 at 10:29

        Merci beaucoup, mon ami!

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  4. AgentV
    September 5, 2017 at 08:05

    With this latest round of funding does anyone know how much in total (and a breakdown) have been invested in emoov in the last, what is it 8 years?

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  5. Robert May
    September 5, 2017 at 08:09

    Day jar view Wadeerney  Day jar view!

    http://www.campaignlive.co.uk/article/online-estate-agency-emoov-recruits-marketer-sheraz-dar/1224878

    http://www.campaignlive.com/article/emoov-appoints-stephen-jury-first-head-marketing/1298174

    How many more epic hires? How many more millions?

    Good luck Lucy! One word of advice,  steer clear of Peebee, he bites!

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    1. PeeBee
      September 5, 2017 at 10:28

      Mr May – if you please… I gnaw.

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  6. RealAgent
    September 5, 2017 at 08:19

    Gets some money, spends it on ego hires, loses money, they go, gets some more money, makes an ego hire……..

    Groundhog Day.

     

     

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  7. Typhoon
    September 5, 2017 at 08:45

    Come guys you must know the similarities between selling sandwiches and houses surely! An inspired hire I’d say!!!

    I’ll take a 3 bed semi with double pickle and onions please, easy on the sesame seeds

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  8. drakeco75
    September 5, 2017 at 09:27

    According to Gav Thompson its 5/4 YOPA, 3-1 Purplebricks and an all day buffet at eMoov

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    1. AgentV
      September 5, 2017 at 09:31

      What’s the betting on large scale sandwich boards being used in marketing in city centres?

      Report
  9. AgentV
    September 5, 2017 at 09:28

    So does anyone know how much in total has been invested in emoov to date?

    Report
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