Does negative advertising ever work?

Purplebricks has moved up a further gear in its determination to demonise full-service estate agents.

Their most recent billboard, showcased on their Instagram feed, deliberately ups the ante from portraying agents as a source of personal sadness – ‘commisery’ being an allegedly passive outcome for sellers of using a traditional estate agency – to active ‘nastiness’, which is what said agents are now being accused of inflicting on their poor sellers.

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