LJ Hooker has won the Acquisition Marketing category at the 2026 Australian Marketing Institute (AMI) Marketing Excellence Awards, recognising the network’s brand and lead-generation campaign, The Difference.
LJ Hooker was the only real estate company recognised at the awards and was also a finalist in the Brand Revitalisation category.
For agents, the numbers behind the award are the real story. Sales appraisal leads generated through local offices increased by 85% year on year, according to the network.
Across the wider campaign, LJ Hooker reports 75% more paid traffic, 51% more new-customer leads and 58% more sales appraisal leads over the past year, alongside a 20% reduction in advertising spend.
Launched in February 2025, The Difference brought LJ Hooker’s Australian and New Zealand businesses under a single, modern identity while retaining elements the brand has carried for generations. The campaign is built around four qualities the network says property owners value – a trusted brand, consistent service, clear communication and professionalism – with a central message that real estate is about people, not just houses.
That message runs through the customer journey: social media advertising introduces prospective vendors and landlords to the campaign, search advertising targets people actively seeking property appraisals, and office websites and follow-up communications convert those enquiries into opportunities for local teams.
LJ Hooker general manager of marketing Stephan Gervois said the results reflected more than a rebrand.
“This award recognises much more than a new visual identity. It reflects the way we have brought research, creative thinking, technology and the strength of our network together to reach more prospective vendors and landlords and create tangible opportunities for our offices,” he said.
“Working with one of Australia’s most iconic brands and continuing to find new ways to innovate after nearly a century in the market, is something I genuinely cherish about this role,” he added.
Stephan credited the network’s people and agency partners for the outcome.
“It belongs to our marketing team, our offices and our people across Australia and New Zealand, who embraced the strategy and brought it to life in their local markets. I also congratulate and thank our agency partners, Überbrand and Reload Media, whose expertise and collaboration were central to the program’s success.”
He said the results were designed to translate into an advantage for agents on the ground.
“What I’m most proud of is that this work is translating into real, measurable opportunities for our local offices and agents. When you have a strong national brand and marketing that performs, it helps our people compete and grow in their own markets,” Stephan said.
As LJ Hooker approaches its centenary in 2028, the network says it will continue investing in its brand, technology and marketing tools to help offices and agents compete in their local markets.