Homebuyers and sellers are fed up with unfounded statements marketed by real estate agents, according to Ray White.
“Research showed that Australians were weary of vague, flowery statements by real estate brands and that they’d prefer examples of tangible, distinct value,” the network’s chief of marketing Karen Hall said.
“We were not surprised to find most consumers cannot differentiate brand value offerings across our industry.”
Ms Hall said real estate marketing was a cluttered space as there were countless brands saying and doing similar things. As a result, it was difficult to differentiate between brands.
The network has launched a new ad campaign this week, Ray White Know How, as part of its focus on strong customer experiences.
The campaign includes proof statements under seven areas within which buyers and sellers make decisions on their service provider: knowledge, experience, results, tailored marketing, creating competition, passion and ease of process.
The long-term campaign aims to piece together the ways in which Ray White helped to maximise the value in clients’ property.
The network will execute their ads through newspaper advertising, direct mail, online marketing, social media, radio, outdoor media and print media.