Well-established boutique independent Kay & Burton has gone down a less traditional path this spring selling season, treating the aspects of selling a home like an art form — and it’s raising more than just a few eyebrows.
Senior marketing manager Rosemary Shisler said that Kay & Burton is celebrating its 80th anniversary this year, so it wanted the campaign to feature this key milestone.
“We wanted it to celebrate our brand heritage, with messaging centred around the fact that we’ve been successfully marketing real estate since 1938.”
Ms Shisler said that the campaign positioning is Your Home. Our Art. and the tagline is Making real estate an art form since 1938.
“The ‘art form’ reference seemed to best express, or articulate, the Kay & Burton ‘magic’ that separates us from our competitive set. The ‘art form’, or ‘magic’, being the perfect balance of service and expertise that we bring to every property in our care.
“We’re 100 per cent client-focused, so this campaign is about our clients and their homes.”
Ms Shisler said that Kay & Burton had commissioned a survey asking its clients to list their passions in life.
“Their number one interest was real estate, but their number two interest was art,” she said.
“As such, we wanted to create a campaign around our clients’ interests. Moreover, we’re a supporter of the National Gallery of Victoria, and principal event partner of the NGV Women’s Association, so the inclusion of references to famous artworks is the perfect fit.”
Ms Shisler said that while it’s obviously critically important for a brand to always differentiate itself from its competitors, in a cooling market it’s particularly important to have an authentic point of difference.
“Fully understanding your brand, its DNA, its essence, is what distinguishes you from your competitive set. Most importantly, though, understanding your clients and their interests is a key point of differentiation.”
She said that the campaign has been “incredibly” well received from both the sales team and from current and prospective clients.
“First and foremost, it’s an awareness campaign, designed to place Kay & Burton in the consideration set for vendors this spring. Using a range of digital and video-related platforms, we’ve also brought this campaign to life with hand-picked large-format outdoor sites and print advertisements.
“Our key digital marketing goal is to receive over 3.4 million impressions via social, display and BVOD (broadcast video on demand), and we’re more than on track with around 300k impressions per week since launch. We’ve also far exceeded our objective of 600 unique campaign landing page visits per week.”
Ms Shisler said that the positive feedback was not limited to the campaign’s creative concept alone, but also to the actual digital assets.
“The photography and videography was captured at three beautiful Kay & Burton homes that were on the market at the time. One has since sold. The atypical real estate photography used throughout the campaign comprises sharp angles, geometric shapes and luxury details. The film, which is a guide through the special details of homes, with everyday objects and hints of humanity that are inspired by famous artworks, has also been very popular.
“The campaign content that we’ve pushed out via our own social and direct email channels has received a terrific amount of engagement.”
The campaign launched on 3 September and will run for 12 weeks.