The Victorian network of a major group has created a new aggressive marketing strategy based on client feedback.
CEO of Harcourts Victoria, Sadhana Smiles, said reminding consumers about the common reasons to move home can act as a ‘trigger’.
“To stand out you need to stand for something; that something is that Harcourts Victoria are a brand that understands consumers’ needs,” Ms Smiles said.
Working with Ross Smith, head of international brand consulting firm Mindshelf, Harcourts Victoria has developed a series of marketing campaigns across the business.
The five campaigns for sales will be:
- Kids still at home?
- Neighbour drumming up your interest in moving?
- Outgrown your home?
- Time to move?
- Should we stay or should we go?
“The consistency of what we have developed, the key messages in each campaign, the focus on consumer needs, and the goal to make this brand memorable and to achieve maximum exposure will be our biggest commercial asset to date,” Ms Smiles, the former head of Harcourts NSW, added.
“In business we are provided with opportunities which become defining moments.
"This is a defining moment for Harcourts Victoria. What we are doing now will create a ripple effect that will have a positive impact on our agents, our property managers, our businesses and our brand."