Finalist for “Brand Campaign of the Year” at Annual REA Excellence Awards 2018
OBrien Real Estate was recognised as a finalist at the Annual REA Excellence Awards held at Star Events in Sydney on 15 November., the boutique agency OBrien Real Estate of 27 offices in Victoria was a first-time finalist. This company was founded in 2010 is regarded as one of Victoria’s most dynamic groups and its marketing prowess is a big reason for its success and growth.
General Manager, Jason Mudford explained the creation of the “Real Life, Real Stories, Real Estate Agents” campaign was an attempt to differentiate ourselves from competitors. We reviewed marketing across the industry and we discovered Real Estate agents either talked about themselves or their local area. We noticed a gap in the market, nobody was talking about the customer – and so we saw an opportunity to really connect with and resonate with the client base, around one of the most emotionally charged transactions they will make – the sale or purchase of a home, and the reasons behind it.
The objective of the campaign was to position the brand as one underpinned by a team of people that understands the sensitive nature of property transactions and can tailor their service to their unique situation. Mr Mudford and his team centred the campaign on unscripted storytelling that would be emotionally compelling, that would resonate with customer motivations and one that each of our customer segments would be able to identify with.
Jason and his team anchored the campaign over 30 client interviews with past clients. From one interview we curated different forms of media, the video was the main but we also created radio commercials, social media blogs, metro print campaign and used multiple large-scale billboards.
Mr Mudford believes the scale of the reach and frequency of the “Real Life. Real Stories, Real Estate Agents” campaign is unique in real estate marketing. Working through the interviews with customers was really profound and at times emotional, as mostly the sale of the home occurred around family structure changes – like upsizing, empty nesting, death or separation, financial or employment status changes and I believe each person’s situation showed through, particularly through the emotive media of video and radio commercials.
Watch the videos here. https://www.youtube.com/watch?v=hkj9NTD5-9Y&list=PLAkf12TvYqfjoYFBkOo-ulerRSefwy86i