Real Estate network dumps 'flowery' wording

by AB05 Jun 2013

Real estate network Ray White has started a new ad campaign this week, which it says recognises that homebuyers and sellers are tired of ‘unfounded statements’ concocted 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 chief of marketing, Karen 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,” she says. “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.”

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.

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