Despite (or perhaps because of) the Brexit house price crash, online estate agents seem to be a booming industry, and one that invests a decent amount in advertising too.
Mother has won Yopa, the eighth largest UK estate agent brand, which previously worked with Lucky Generals. The win reunites the agency with Pip Heywood, who is CMO at Yopa and was previously at MoneySuperMarket, which left Mother for WCRS earlier this year.
Mother’s remit is to create a new creative positioning for Yopa, whose previous ads included one with a kitsch 1950s sitcom family (above), and Mo Farah seems to be on board too.
Heywood said: “Yopa was born out of innovation and we are very proud of our credentials as a successful disruptor in the estate agency space. As such, the appointment of Mother, a recognised disruptor within its own field, as our creative partner dovetails our existing work; challenging industry norms and promoting change in favour of customers.
Katie Mackay-Sinclair, a partner at Mother said: “Mother and Pip have a great track record. We’re delighted to get the band back together on such a brilliant brand with such a lot of potential. It really is time to bring Yopa’s brand purpose and unswerving commitment to customer service to the masses.”
There’s no doubt that the category is booming. Yopa rival Purple Bricks recently appointed Wavemaker, and a Chime agency called Snap is mostly responsible for its irritating but effective “Commisery” campaign. Zoopla made the memorable Crab World ad with 101 London before the agency became MullenLowe.