Richardson & Wrench is taking a “light-hearted” approach in its new social media-driven national awareness campaign, in a bid to get away from “the brand hard sell”.
“While we believe absolutely in the virtues and values of our brand, hard-selling those messages is not necessarily a recipe for a successful social media campaign,” said R&W executive director Andrew Cocks.
“Sometimes you have to step away from those well-rehearsed brand messages to show a lighter side of the whole story and this is what we are doing with [the] ‘Show Us What Sold Feels Like’ [campaign].”
R&W said its campaign will seek to utilise Facebook’s “lightning fast ability to connect and spread the word”.
R&W said the 2012 campaign offers a cash incentive for viewers to submit a photo, video, drawing or song showing what ‘sold feels like’. Entrants are taken to the R&W Facebook page to submit entries and view other submissions. Participants are encouraged to get their friends to vote for their entry to increase their chances of winning.
At a local level, R&W continued, offices throughout the network have an opportunity to enhance the campaign through window cards, DL Flyers and posters distributed to schools, community groups and sports clubs.
“At the grass roots level, this campaign offers our agents a reason to go out and be involved with their local communities,” said Mr Cocks.
“Ultimately that is where the real action is in real estate. It’s about people and relationships. Through this campaign we are embracing the power of friends on the web and at the same time reconnecting with the people we know and would like to know better.
“While our target group is current active buyers, sellers and renters by reaching out to everyone we are also communicating with tomorrow’s buyers and sellers.”
The campaign, which will run on listing portals realestate.com.au and domain.com.au, follows the company's recent opening of its first residential agency in the Brisbane CBD earlier this month.