Purplebricks boss Michael Bruce has told Australia media that he will not use agency comparison websites to generate customer leads.

He said: “I don’t want customers thinking we are only helping them because we paid a website to get their lead.

“We want customers to make their own decision about which agent they use and that they choose a Purplebricks local property expert on their merits.”

In Australia, agency comparison websites wield increasing power in generating leads, particularly in a market with low listing volumes.

OpenAgent takes a 20% slice. It is backed by South African billionaire Dick Enthoven, owner of the Nando’s restaurant chain and recently closed a $12 million round of funding.

Founders Zoe Pointon and Marta Higuera said they welcomed the arrival of Purplebricks in Australia but were disparaging of the type of fixed-fee model used by the UK group.

Pointon said: “We speak to more than 1,000 sellers a month and most consumers would rather pay for an experienced agent who can achieve a good result rather than the cheapest agent.

“A flat fee that is charged upon listing means the consumer pays whether the house sells or not.”

Purplebricks uses review website Trustpilot to generate performance ratings for its estate agents. Bruce said this would be rolled out in Australia.

Purplebricks claims to be the most positively reviewed real estate agent in the industry in the UK with a Trustpilot score of 9.4 out of 10.

There is quite a bit more here – and given the growth of comparison sites in the UK, it s food for thought.