Aspirations for a bigger piece of the real estate pie are behind a new marketing push from Professionals Group Australia.
The network’s chief executive, David Crombie, has revealed to REB a $375,000 spend on marketing by the group’s head office during the three months to 30 June, with a national campaign to continue over the coming months.
Professionals Group Australia has reported that it is looking to increase its market share, both in terms of agencies and customers.
Mr Crombie outlined that the marketing campaign has seen investment in a wide range of media across Australia, with the provision of regional and local coverage across every Professionals office — totalling more than 230 individual agencies.
So far, around 1.5 million people have been reached by the campaign in the company’s desired target segments.
Collateral has included 15-second advertisements on video-on-demand media such as 9Now and Foxtel Go as well as live advertising across a number of metro and regional radio stations.
It complemented traditional billboard advertisements as well as digital advertising through Google and social media channels.
Professionals has “also provided plenty of collateral for our agencies to use via their own marketing channels to further support our national campaign”, Mr Crombie noted, emphasising also that not being a profit-driven operations enables them to better serve member interests.
He explained that on the marketing side, “it means that the group’s members work collaboratively to help build the national brand while directly helping to build their own businesses at a local level”.