Ray White dumps ‘flowery’ real estate marketing and launches new campaign via Arnold Furnace
Ray White and Arnold Furnace have launched a new ad campaign this week that recognises that homebuyers and sellers are tired of unfounded statements marketed by real estate agents.
The property sector represents the largest industry in Australia and houses hundreds of brands and thousands of individual agents, but research suggests they all look much the same according to Ray White’s chief of marketing, Karen Hall.
Says Hall: “Research showed us that Australians were weary of vague, flowery statements by real estate brands and that they’d prefer examples of tangible, distinct value. We were not surprised to find most consumers cannot differentiate brand value offerings across our industry.
“When it comes to real estate marketing, it’s a very cluttered space. There are countless brands in the marketplace, saying and doing similar marketing, so it’s often difficult to gain your fair share of attention. In fact, the consumer research we have done over the past nine months indicates that the public find it difficult to differentiate between brands.”
Ray White’s campaign – Ray White_Know How – includes proof statements under seven crucial areas within which buyers and sellers make decisions on their service provider: knowledge, experience, results, tailored marketing, creating competition, passion and ease of process. These can be global statements, state-based or localised for the office or agent implementing the campaign.
Hall says the long-term campaign pieces together the ways in which Ray White helps to maximise the value in clients’ property.
Focused on newspaper advertising, the campaign will also run across direct mail, online marketing, social media, radio, outdoor media and print media.
The household imagery throughout features pops of Ray White’s famous yellow – a colour that has underpinned the brand for decades.
The customer-driven campaign supports Ray White’s broader marketing agenda focusing on strong customer experiences.
10 Comments
…i dont care what they say, real estate agents are all snakes!
Sorry. Is that the “flowery” campaign? I’m not sure.
Westpac we know how, was their previous campaign for the
last couple of years.
Very fresh and vibrant. The use of bright yellow will quash competitors in any suburb whose people and process remain fractious and archaic.
Go Sam!
It’s refreshing to see a real estate agent moving away from the obvious ‘hard sell’. Good piece of online content that uses live action and graphics in an approachable and engaging way. I want to know more. I want to know how.
More snake oil backed up by sterile pictues … What a break through!
THIS IS NOT HARD SELL YOURE RIGHT THIS IS NO SELL.
GOING TO A LISTING PRESENTATION WITH THESE STATEMENTS AND NO FACTS AND FIGURES FORGET IT PROOF SHOULD BE IN THE TOO.
EVEN ONE OF YOUR STATEMENTS IS COPIED FROM MCGRATH
…….YOUR PROPERTY WORTH MORE WITH MCGRATH……..
.
Looks like bad stock imagery with hard to read copy poorly placed.
Blah blah blah…….. same old crap – at least try to create a decent execution!!!!!!
Oh, yellow. hmmm, me thinks LJ Hooker, me thinks Century 21 , me thinks CommBank , me thinks I’d rather sell my my place through someone who charges me the lowest commission.
Why not just tell the truth
“We treat you like the scum of the earth while you are renting, but when you want to buy we will be your best friend”
The End