Marketing campaign boosts business

A leading real estate network’s spring marketing campaign has seen appraisals sky-rocket over the peak selling season.

LJ Hooker’s recent market campaign, fronted by The Block’s Darren Palmer, has helped the network record an 11.2 per cent year-on-year increase in appraisals for the spring selling season.

According the network, the market response to their August to October campaign beat their “hugely successful” 2013 spring appraisal initiative, which offered property owners the chance to win one million Qantas Flyer Points.

LJ Hooker chief innovations officer Ryan Campbell said the campaign – which offered a free DVD starring Darren Palmer when they received a property appraisal from an LJ Hooker office – resonated strongly with the marketplace.

“Property owners are commonly in two states of the ownership cycle: they’re planning to sell and want to know how to present their property for the best result; or they’re staying put but are interested in making their home more attractive and enjoyable,’’ he said.

“Programs like The Block have created a nation of discerning homeowners and having someone of Darren Palmer’s profile front the campaign was a natural fit.

“Combining the market knowledge of our agents and property managers with the insights of one of Australia’s leading interior designers proved to be very popular.

“It now means our offices have established a pipeline of clients at our industry’s busiest period.’’

Two DVDs were produced for the campaign, Styling to Sell and Styling to Stay.

Mr Palmer narrated and contributed content for the DVDs, including industry-leading insights into styling each room of the house.

“To improve on last year’s campaign – in itself a 52 per cent increase on spring 2012 – is great news for our agents and property managers, who will benefit from that market engagement at a critical time of year.’’

Mr Campbell said the springtime campaign dovetailed well with the schedule of The Block, which finished in October.

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