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A new executive will lead a bolstered marketing group as the network looks to ramp up its branding strategy in both old and new markets.
Following his successful tenure as the Raine & Horne national digital and social media manager, Michael Carroll takes the reins as the network’s new head of marketing.
Prior to joining the mega-brand, Mr Carroll has worked for renowned companies, including Foxtel, Microsoft, AMPOL, AMP and other real estate groups.
With an expansive work background that effectively positioned Mr Carroll at the forefront of the ever-changing digital landscape, the network noted his strong track record of delivering innovative marketing campaigns.
Executive chairman Angus Raine described Mr Carroll’s promotion as a natural progression, highlighting that he consistently propelled the brands he has worked with, including Raine & Horne, to new heights.
“Michael has consistently delivered innovative marketing campaigns that drive results, leveraging emerging technologies and his deep understanding of consumer behaviour,” Mr Raine said.
With his extensive knowledge of digital and social media trends, Mr Raine expressed his optimism that Mr Carroll is poised to ramp up the super brand’s marketing strategy, leveraging the power of these platforms to elevate the brand, increase market share and drive revenue growth.
In his new role, one of Mr Carroll’s immediate prerogatives is to position Raine & Horne as a competitive brand in Australia and New Zealand, where the super brand has launched an aggressive expansion push.
In April, the mega-brand made its trans-Tasman move with the opening of four locations on New Zealand’s North Island. This was followed in May with the addition of Auckland industry veteran, Ross Harvey and his team, into the brand’s roster.
“Our high-priority objective is to share our narrative within the New Zealand market effectively. We aim to craft a compelling story, presenting it from an Australian perspective while seamlessly integrating local knowledge of New Zealand. Ultimately, we strive to resonate with the New Zealand audience deeply,” Mr Raine explained.
To support Mr Carroll in his efforts to enhance the brand’s marketing strategy, the Raine & Horne marketing team has been reinforced with the additions of graphic designer Simran Tandon and communications and creative Shaun Mathieson.
Mr Mathieson, who began his career at the Raine & Horne office in Sydney’s inner west, brings 15 years of diverse experience in the real estate industry.
In pursuit of his passion for graphic design, Mr Mathieson had previously joined a global real estate advisory group and played a crucial role in leading the global rebranding efforts of a major multinational real estate group, contributing to the development of brand identity and orchestrating national marketing and brand awareness campaigns.
He has further gained experience working in senior marketing and creative positions for a property investment group and, more recently, a property developer named ALAND.
“Shaun’s journey highlights his versatility, creativity and dedication to driving successful branding and marketing initiatives in real estate, and he will be an essential part of our marketing team,” Mr Carroll said.
Meanwhile, Ms Tandon is an experienced graphic designer who recently completed her studies at The University of Sydney and earned a degree in design computing and marketing.
Mr Carroll highlighted Ms Tandon’s extensive expertise in various domains of digital design, including UX/UI, graphic design, web design and animation.
"[She] brings a wealth of experience to her role with the Raine & Horne marketing team.”
Providing a glimpse into his operational approach in his new role, Mr Carroll said his strategic focus on marketing and communication centres on “creating compelling campaigns with airtight planning and seamless execution”.
“We aspire to create campaigns that our network will take pride in, eagerly participate in, and enthusiastically share, and that drive appraisals and property managements to our group,” he said.
This includes utilising the power of AI and adopting cutting-edge technologies such as ChatGPT, with the aim of delivering “a seamless experience for clients, our offices and our agents”.
Raine & Horne’s existing digital ecosystem, featuring innovative tools like the social media platform Amplify and online proposal tool DigiKitPlus, provides them with a competitive edge in the real estate industry, according to Mr Carroll.
“Ensuring our network [understands] and [adopts] the process will be vital to delivering a seamless end-to-end experience for buyers, sellers, investors, our network and prospective agents,” he said.
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