Foxtons takes the fight to cheap estate agent alternatives with debut campaign through M&C Saatchi

Digital disruption is marmalising the high street in the UK and a big player in today’s embattled high street is estate agency, the national chains that have dominated Britain’s overpriced residential property market for decades.

One such is Foxtons, known for its high sale prices and high commissions as well as its glossy branches. Cheaper alternatives like Purplebricks and others that charge (mostly) fixed prices have made massive inroads into the market so Foxtons is embarking on its first big ad campaign, through M&C Accelerator – the “growth” division of M&C Saatchi.

And the theme of the out of home and social campaign is Foxtons’ evangelical determination to, well, make sales.

Foxtons marketing director Steve Rodgers says: “At Foxtons our mission is to set the standard in property for our customers, wherever they are in life. We have a strong foundation in our well-known brand and this advertising campaign marks the start of a number of new marketing activities that will engage Londoners. Our business is built to serve customers better – with the size and strength to reach more people, fuelled by the commitment and expertise of our people. This advertising campaign brings that message home.”

M&C Accelerator partner Richard Alford says: “Foxtons is a great London brand. All we did was put into words what the brand has been doing brilliantly for years – tirelessly helping property buyers and sellers get where they want to be.

Bluff straight talking is straight out of M&C’s playbook.

But is the strength of the Foxtons network enough to counter the cheaper commissions of others?

MAA creative scale: 6.

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Foxtons m&c saatchi

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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