The campaign, which includes refreshed property signage and website design, includes a number of humourous advertisements, one of which showcases how to market a 'dog' house by describing it as a “stunning one-bedroom residence featuring timber finishes throughout and a 360-degree en suite”.
hockingstuart managing director and CEO Nigel O’Neil said the advertisement was designed to show the group's unique approach to real estate.
“We are serious about real estate but we know we don’t need to communicate that in a serious way to the public,” he told Real Estate Business.
“The campaign lightens the message and shows we have personality.”
The campaign is aligned with consumer research commissioned by hockingstuart earlier this year, which revealed that brand is the most important consideration for sellers.
Additional findings from the research revealed that while brand is important, consumers find the real estate market confusing and have trouble differentiating among brands. The brand campaign is intended to distinguish the group by adding personality to its image while reiterating its commitment to real estate.
“We take real estate seriously, but that doesn’t mean taking ourselves too seriously,” Mr O’Neil said.
“We’re moving away from conservative real estate marketing with a fun approach that enables customers to relate to our people and what we stand for. Real estate is our world. We wanted to remind our customers we’re different from our competitors, but leave the clear impression we’re serious experts in our field.”
To see a range of refreshed hockingstuart advertisements, CLICK HERE.