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LJ Hooker is playing ball in a new arena to increase its brand presence — namely, the netball court.
The network announced it has entered an exclusive three-year partnership with Netball Australia, the national governing body for what is arguably the most popular women’s sport in Australia, and touts a player base of 1 million across the country.
With the tie-up, LJ Hooker is officially the real estate partner for Netball Australia, Suncorp Super Netball and the Origin Australian Diamonds.
James Boulton, the general manager of marketing for the LJ Hooker Group, said the partnership would deliver mass brand exposure for the network, as it will allow them to bolster brand recognition with the highly watched sport’s 7.9 million-strong fan base across the country.
Additionally, the collaboration is expected to also give the network more leg room to reach almost half a million people: “A large percentage of the Netball Australia audience consists of household decision makers, which aligns closely with our offices’ target market.
“This partnership will allow us to leverage a contemporary approach for our offices by looking at high-growth opportunities that will deliver exceptional outcomes,” Mr Boulton explained.
LJ Hooker’s move to shoot their shot with the sport’s massive audience stems from figures that indicate that a significant number of netball fans are looking to buy and sell in the next year, according to Mr Boulton.
The brand executive stated that data from Nielsen Sport, Sport Index Report 2020 showed that netball fans are 3.5 times more likely to sell their home in the next 12 months and 2.6 times more likely to purchase a home in the same time frame, compared to the national average.
Aside from positioning itself at the forefront of this potential increase in demand for real estate services, LJ Hooker revealed it is also aiming to get some modern cred from the partnership.
“It’s just one of the ways we’re ensuring that the LJ Hooker brand remains modern and relevant to current and future customers,” Mr Boulton stated.
He also says the venture will be an opportunity for the network to come together around a shared passion for sports. “It will bring together all the sports-mad families that make up the LJ Hooker network/group, no matter what Netball Australia team they barrack for.”
Chief executive of Netball Australia Kelly Ryan also expressed his enthusiasm for the partnership, describing it as a “wonderful addition” for the sport’s brand.
“It is great to see such an iconic national brand invest in netball,” he opined.
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