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Simon Parker
West Australia-based real estate agency Realmark has, for third time in four years, won a national award for marketing excellence.
The Realmark group, which also won the Communications Award at the 2012 Real Estate Institute of Australia (REIA) awards, was last week named the winner of an Australian Business Award in the category of Marketing Excellence.
Realmark also won the award in 2009 and 2010.
“This award officially recognises Realmark’s achievements and innovative marketing techniques and sets it well apart from its peers in the property industry,” managing director John Percudani said.
“This award yet again reflects the substantial investment and effort that is put in by all at the Realmark group.
“In an era where the majority of consumers will make their initial decisions to consider a property to buy or lease before they actually physically see it, Realmark’s marketing methods are critical to providing its clients a market advantage.”
According to the Australian Business Awards website, the Marketing Excellence category requires the winner to demonstrate that they have "achieved outstanding results through innovative marketing strategies and execution".
"Organisations are required to demonstrate across the key areas of objectives, research and development, planning, leadership and strategy, execution/implementation, performance results, achievements and industry contributions."
Earlier this year, Mr Percudani told an audience of industry professionals in Perth that agencies must develop an effective “emotional appeal” in order to appeal to consumers and staff.
“The real ability to differentiate yourself in the marketplace is now in the intangibles, and that is the hardest thing to address, but it is the place that's the most powerful," he said in late February.
“What is the emotional product, the emotional promise, that we are delivering? What is it that Realmark is trying to sell to its clients?,” were the questions he asked of his company five years ago.
Marketing your company as the most professional isn't enough, he said - that's just expected by today's consumers.
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