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From brand image to staff wellbeing, our furry friends have a lot to offer the real estate sector.
Sutherland Shire-based independent real estate agency Pulse Property knows a thing or two about standing out from the crowd, with director Ben Pike ranking 23 in REB’s Top 100 Agents for 2023.
On the agency’s website, nestled among professional headshots of the brand’s chief financial officer and front-of-house team is a profile for Hugo, a six-year-old cavoodle who has been proudly dubbed “director of happiness”.
“He prides himself on his five-star customer service and unmatched morale boosting skills,” the profile reads. “Hugo has his paw on the Pulse.”
For Pulse Property, the decision to give Hugo an official position with the company played an important role in boosting the brand’s community-oriented image.
“Giving Hugo his own staff profile and job title on our website adds a unique and relatable element to the brand that resonates with so many clients, making people feel more connected to us. It shows that we value personality and warmth, which resonates well with our audience and strengthens our community engagement,” Pulse Property explained.
“Hugo attends the office twice a week, and with our lift-accessible location, it’s always a pleasant surprise for clients when they arrive at reception and are greeted by Hugo with his tail wagging.”
As well as conveying the brand’s down-to-earth values, having an in-office dog has had an abundance of wellbeing benefits for the team.
Real estate is a fast-paced, hectic profession, but just a few minutes of interaction with Hugo provides a pocket of respite amid the hustle.
“When he’s feeling playful, Hugo brings his ball to staff members and patiently waits for a game of catch, bringing a bit of joy and fun to the office.”
“He often sits on their laps or behind their desks, offering calming cuddles throughout the day,” Pulse Property shared.
Down in Victoria, Barry Plant is another industry player that is tapping into the power of our canine companions.
“The science shows how much animals help improve our emotional health,” said Barry Plant CEO Lisa Pennell. “It’s just a lovely, lovely way to not only deepen our personal relationships among the team, but also have that uplift in spirit.”
Some time ago, Pennell initiated the idea of Doggie Fridays – one day a week where staff members in the head office could bring their dogs to work. The initiative was a hit, and Barry Plant offices across the network have now followed the head office’s example.
“When I walked into Barry Plant as CEO, for me it was like, ‘Well, how do I bring life into this team and energy into this team so that it’s a wonderful place to come – a place that you look forward to coming to?” recalled Pennell.
Since then, the brand’s Doggie Friday social media posts have received strong engagement from the community, but Pennell emphasised that authenticity remains key.
“We don’t do things for PR reasons,” she said. “Authenticity is more important than ever – it’s pointless unless it’s actually coming from the heart.”
At the same time, the CEO felt it was crucial to “show who we are” as a brand, letting the community know “how real we are, showing how diverse we are – we’re just normal humans like everyone else”.
“There are obviously still people making a lot of money, but they’re not Versace people, they’re real people,” she said.
It’s an ethic that Barry Plant has also included in its marketing campaigns recently, with the brand’s upcoming spring campaign set to spotlight pets and children to evoke a lived-in look.
“No one lives in a show home; no one lives in a sterile environment. And animals and life in photos make the properties we’re selling relatable,” Pennell said.
It may mark a departure from real estate branding tradition, but for the CEO the evolution of marketing is something agencies should embrace.
“The demands and the expectations of people have changed radically over the last 10 years, and I think progressive businesses need to be keeping pace with that.”
“I’d rather think with a fresh mind about how we can be the best we can be, and what will connect us to our customer base and our future agents, because we’re building a tribe,” she said.
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