A new Irish property website has signaled its arrival on the market by enlisting the help of an unwitting rival to spread the word about its launch. PerfectProperty.ie staged an audacious guerrilla marketing stunt which saw it take over the advertising slots on established rival Daft.ie The adverts also ran on Adverts.ie and Boards.ie
The new property portal quietly bought up advertising slots on the websites to coincide with this week’s launch. Visitors to Daft.ie are being met with PerfectProperty.ie advertising – ensuring that tens of thousands of buyers and renters have discovered the new service. PerfectProperty.ie boasts unique user-friendly functions which allow home hunters to filter their searches according to ‘Hidden Gem’ features such as parking, gardens, south-facing aspect, large kitchens, investment potential and proximity to public transport.
The website also provides users with independent information about the nearest transport, schools, shops and restaurants to every property. And because most people choose property on how visually appealing it is, PerfectProperty.ie is image-driven. Users can browse pictures of properties without leaving their search results, while estate agent jargon is kept to a minimum, allowing buyers and renters to focus on images, unique features and local amenities.
Standard sales and letting listings on the new property portal are free, with charges only for those opting for the premium and platinum advertising packages. PerfectProperty.ie sales director Luke Scott said: “We asked buyers and renters whether they were happy with the current property websites, and their resounding response was ‘no’. Some 98.5 per cent of them said that they would use a new platform with a stronger customer-focused experience.”
Asked about the advertising tactic, Scott said: “I would like to thank Daft for their help with our launch. We could never have done it alone because we don’t carry external advertising on our website. I urge all buyers, sellers, renters, landlords and estate agents to visit PerfectProperty.ie and compare us to Daft. We’re confident that you’ll find that our website offers the best user experience and listings service to help home-hunters find their perfect property.”