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Following a revamp of its corporate marketing team, the megabrand is now adding a new specialist to up the ante on its digital marketing strategy.
Catalina Tobar has joined the Raine & Horne Property Group as head of digital marketing, bringing extensive skills spanning Artificial Intelligence (AI) and the Australian property market.
Before joining the network, Ms Tobar was employed at an Australian artificial intelligence company, leveraging her global degree in business and fluency in German, Spanish and English.
With her robust background in marketing technology and her active engagement in the Australian real estate market in the last two years, the brand is optimistic the new executive is poised to deliver “quality content at scale”.
Set to work closely with the recently appointed national head of marketing, Michael Carroll, Ms Tobar emphasised her passion for reinforcing and harnessing brand equity within the digital domain.
She highlighted digital marketing plays a “crucial role” for real estate companies and agents in the current landscape.
“When leveraged effectively, it allows real estate professionals to reach and convert their leads effectively, build strong relationships with their customers and gain a competitive advantage in the industry.”
Highlighting Raine & Horne as one of the early adopters of digital marketing in Australia, Ms Tobar lauded the company’s commitment to embracing new technologies, which has resulted in the group maintaining a strong digital presence.
In her new role, one of Ms Tobar’s main prerogatives is to position Raine & Horne as a competitive brand in Australia and across in New Zealand, where the super brand has launched an aggressive expansion push.
In April, the megabrand 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.
“We want to position ourselves as the brand of choice for real estate consumers in New Zealand, and we plan to achieve this goal with a strategy that leans heavily on digital marketing.”
An emphasis on equity
Providing a glimpse into her operational approach in her new role, Ms Tobar said delivering a robust digital strategy is quintessential for brand building.
“Brand equity is rooted in customer experience and perception, so it’s about delivering the right message, to the right audience, at the right time.”
“It’s a matter of having a strong organic and paid digital strategy in place that allows you to improve brand visibility, credibility, customer engagement, convert leads and ultimately increase customer loyalty,” she stated.
By leveraging social media effectively, Ms Tobar highlighted agents and offices can further increase the competitive edge they have in their local market.
“I’m excited to work with the Raine & Horne network to further increase their competitive advantage in the digital marketing landscape and continue to position themselves as industry leaders, both in Australia and New Zealand,” she stated.
Executive chairman of Raine & Horne Group Angus Raine welcomed the addition of Ms Tobar to the network’s ranks, with the specialist set to lead the brand’s digital marketing strategy.
He highlighted the appointment comes at a time when digital marketing is “redefining the way that properties are promoted and sold both in Australia and globally”.
With the network touting a “technology-first” digital ecosystem which includes the social media marketing platform, Amplify, the executive believes the brand “stands as a formidable leader in this rapidly evolving space”.
Mr Raine cited a recent search engine optimisation (SEO) ranking report, an intra network tool used to monitor the brand’s performance in locations where it has offices, which revealed that the Raine & Horne website holds the top rank among all real estate brands in Australia.
Additionally, the brand reported recording a significant surge in SEO success, by seeing the largest increase in first-page rankings among all real estate brands year-to-date.
“Our website stands out as the sole real estate brand among the top eight ranked websites, a list that is dominated by the property portals, a result that emphasises our unique and specialised approach to SEO and the success of Amplify,” he stated.
While the brand has made significant strides in deepening its digital footprint, Mr Raine is optimistic Ms Tobar will “further enhance Raine & Horne digital marketing and SEO capabilities and allow our offices to better leverage our existing suite of digital tools”.
“This will help to cement Raine & Horne’s position as an industry leader, build brand awareness, enhance the customer experience and drive appraisals to our offices,” he stated.
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