Whoever has had the pleasure to commute on the London tube recently would have noticed the new ad campaign by a fairly familiar brand – only to notice it is offering a completely new proposition. The familiar easyjet brand, part of the easyGroup, is now in the residential or commercial property business under the brand easyProperty.
According to their website www.easyproperty.com, the response has been positive, with the Guardian saying „With the likes of easyProperty hot on their heels, high-charging agents could be in peril – and a good thing too“ and a five star TrustPilot rating. With the easyGroup’s aim to make things easy at good value, this might be a highly interesting offer in the London market. With estate agents’ bad rep and London’s eye watering housing prices, easyProperty is ready to shake up an industry caught in a vicious cycle. With their promise to be “not your typical estate agent” in one of the expensive cities in the world, easyProperty might have been just what we have been waiting for.
In terms of brand management, this brand extension may come as an initial surprise but if you think about it, the promise fits snugly into the suite of brands they already have on offer. It is now down to their execution and clean brand communication to make it fly. But given the brand equity of the already existing brands and their success model there should not be any surprises except that Londoners cannot get enough of easyProperty.