LONDON — The UK’s second largest online estate agent, Yopa, has retained MSL for ongoing consumer PR after a three-way competitive pitch.

MSL will be working with Yopa’s in-house team to bring to life its new “Smooth Move” brand positioning, which launches this month with an ad produced by Mother. The brief includes media relations and regional and national events, and is likely to expand over the coming months.

Yopa, which competes in a growing online market led by Purple Bricks, aims to disrupt the traditional high-street estate agent model by offering a fixed-price home-moving service including support from local professionals.

Chief marketing officer Pip Heywood said: “We have bold plans to continue our trajectory and look forward to partnering closely with MSL to increase our share of attention in the rapidly-changing world of estate agency.”

The MSL team is led by Simon Condon, deputy MD of the consumer practice. He said: “We’re thrilled to be partnering with Yopa. We applaud their values and belief in always putting the customer first and are delighted to be able to shine a light on how to make selling your home easier, less stressful and more transparent.”