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Dubbed ‘140 Springs’, a network’s newest campaign celebrates its 140th year in the game right as spring selling season kicks off.
Raine & Horne executive chairman, Angus Raine, believes the network is the “real deal when it comes to traditional spring selling markets”, given the fact “no other real estate firm has more experience in springtime than us”.
The executive explained how, throughout its 140 years in the real estate industry, Raine & Horne has seen plenty of different springs.
“From market booms and downturns, global pandemics and everything in between, we have seen 140 years’ worth of property market cycles,” he said.
Even within the sea of turbulence and change that is the Australian real estate industry, Mr Raine expressed great pride at the firm’s resilience to everything thrown its way.
“We have become a steadfast and reliable source of truth for home owners seeking confidence when selling or managing property,” he opined. “Our deep well of experience not only offers sellers and landlords confidence in their property transaction, but it also becomes their distinct advantage.”
Touching on the campaign, which was constructed by the network’s in-house marketing team, he revealed it’s a “visual journey” that recollects the network’s dense history in the real estate industry from its fledgling beginnings in 1883 through to Raine & Horne blossoming into the “cutting-edge” organisation it is today.
Mr Raine said 140 Springs portrays the “evolution of marketing property”.
In line with casting an eye over the past in order to progress into the future, he noted the campaign highlights the “stark contrast between the technology and support available to our offices and agents over a century ago versus the state-of-the-art tools and resources at their disposal now”.
Michael Carroll, Raine & Horne’s head of marketing, said the campaign is “not just about technology”. He added the campaign’s celebration of the network’s “rich legacy” as well as its consistently maintained competitive edge sets it apart from any other.
The campaign’s production and implementation were reportedly made easier by the collective efforts of the in-house marketing and creative team.
“One of our key strengths is our diverse in-house marketing team, which combines digital and traditional marketing expertise,” Mr Carroll said, sharing how the process “aligned with our ethos of being nimble and responsive”.
“Our team’s combined experience and strategic thinking allowed us to shape the campaign concept rapidly and look at it from multiple perspectives,” he said.
“Whether it’s digital marketing or more conventional methods, the campaign resonates effectively across all channels,” Mr Carroll concluded.
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