Hamptons Estate Agents Spotlights the Honest Truth of Property Journeys

Hamptons, the leading estate agent with a network of over 90 plus branches throughout London and the South of the UK, has unveiled a major new multichannel campaign as it seeks to build awareness in a crowded competitive landscape. It is based on the reality that the journey to a new home can be anything but plain sailing. A truth which estate agents and their advertising have shied away from until now.

'It's a journey, we'll get you there' is the new campaign from agency Atomic London, which Hamptons appointed as lead creative agency earlier this year. The creative demonstrates how Hamptons understands the ups and downs of buying, selling and renting, and the brand's dedication to being there for its customers throughout the journey. This powerfully honest approach is creatively delivered with metaphorical journeys, making the campaign visually different to anything the category has seen before. 

A series of hero executions, running across out-of-home, digital, social and direct mail channels bring this idea to life, with one depicting a customer whose goal is to reach the top of a mountain, with Hamptons as the sherpa: the expert who knows the best path to get them there. Another depicts a customer crossing a treacherous bridge in the jungle, with Hamptons as the expert guiding them across.

The brand is also launching special crossword puzzles to run in the Sunday Times Home section, educating potential customers about the journey to buying or selling a new home, and showing how Hamptons can help find the answers along the way.

Media planning and buying is by Total Media.

Fiona Stewart, head of marketing and PR at Hamptons, says, “We are excited to be delivering a campaign that is a new take on estate agents’ role in helping customers reach their end goal. It’s been great to work with Atomic London and Total Media to bring to life the realities most go through when buying, selling, or renting a home by metaphorically portraying how this journey can feel from our customers’ point of view and how we as the home experts can offer the right support, when they need it most, to help them reach their final destination; their new home.”

Louise Rudaizky, managing director, Atomic London, adds, “Buying, selling, or renting a property is one of life’s most challenging experiences, filled with emotional highs and lows. In a market where many competitors focus on images of perfect homes, we spotted an opportunity to connect with our audience by addressing the real challenges they face. By emphasising how Hamptons can positively influence their experience, we've created a campaign that speaks directly to these concerns, reassuring customers that they have a reliable partner to guide them through.”