Ray White Dumps Flowery Persona

Ray White, Australia’s largest real estate network, launches 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.

  

“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 said, “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,” she said.

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. Karen 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.