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One of Australia’s leading networks has pulled off a groundbreaking auction campaign that resulted in half a billion dollars in sales – in just two weeks.
Earlier this year, Ray White launched Raise More Hands – one of the industry’s most ambitious auction marketing campaigns.
Dubbed ‘Australia’s biggest auction’, Ray White businesses nationwide were challenged to hold as many auctions as possible over a two-week period.
Agents rose to the challenge and listed 83 per cent of Ray White properties for auction. This translated to 1,080 auctions which achieved $530 million in property sales.
Ray White’s CEO of Growth Mark McLeod said Raise More Hands proved that Ray White is Australia’s biggest auction company.
“What better way to show that than by holding the biggest print and digital auction marketing campaign and the most auctions over a two-week period,” Mr McLeod said.
The campaign boasted 1.9 million national property lift-outs in News Corp papers and an exclusive run on realestate.com.au.
A feature of the campaign was the use of augmented reality, created in partnership with REA Group, which allowed readers to scan their smartphones over properties in the lift-out to bring them to life and unlock additional information.
“Taking my somewhat ambitious vision and making it happen was no small feat,” Mr McLeod said, adding that the Ray White marketing team went “above and beyond” to deliver.
“But it wasn’t all about the marketing side. It was a pleasure working with auction specialist Haesley Cush on the campaign’s internal training program, which aimed to equip our agents with a consistent approach to the auction process.”
For its effort, the group was on Friday awarded the Brand Campaign of the Year gong at the 2016 Annual REA Excellence Awards (AREAs).
The AREAs hand out 17 awards across three categories – innovation, service and marketing excellence, and contribution to community.
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