EasyGroup, the company founded by Stelios Haji-Ioannou, is on the verge of appointing a dedicated PR agency for the work after holding pitches this week.
The new brand – called easyProperty – is expected to be promoted to the public in the next few months and is understood to offer a new online platform that initially focuses on the rental market.
EasyProperty is the result of a partnership between Haji-Ioannou, easyGroup and property entrepreneur Robert Ellice.
On a holding webpage at easyproperty.com it is claimed the aim will be to "make property transactions straightforward" and "aggressively slash estate agency fees".
One PR source claimed comms work would include an initial launch that targeted landlords and city dwellers.
"It's about taking the easyGroup mantra to the world of property and being open and honest with transparent pricing," they said, before adding: "It’s a real digital attack on high street estate agents."
News of the venture comes as the group rolls out its car-sharing offer, easyCar, across the country following an initial trial in London.
It enters the market amid warnings of a property price bubble and as rental demand continues to grow, with one report claiming the number of new tenancies taken out has risen 15 per cent in the past year.
A spokesman for easyProperty declined to comment.