Why CIELA wrote to Purplebricks as its first action
Our goal is to increase market share for independent agents by taking market share from corporations, many of whom are misleading consumers.
We can think of no other single organisation doing more harm to the reputation of estate agents whilst at the same time as misleading consumers into parting with money that they may well not be in a position to lose if their home fails to sell.
The legal advice we have received is that their advertising may breach guidelines and in turn be in breach of consumer protection legislation.
Therefore their advertising and conduct places them directly in the crosshairs of our scope as the biggest enemy currently facing independent agents today, taking instructions and up front fees away from the agents that deserve them.
A well aimed sniper-shot can slow even the biggest adversary and while a change to their advertising may not bring them down, it could do significant harm to their sales, which in itself would prove the advertising was misleading in the first place.