Ray White has just launched its latest brand campaign called Hide & Seek, a playful take on the childhood game in a bid to entice both buyers and sellers into the market.
The property giant’s franchised network of more than 1000 offices sold just over 75,000 homes, worth $40.7 billion across Australasia despite the market easing in 2018-19.
The current market is definitely showing some very positive green shoots with a decent lift of year-on-year growth in August which is helping to inspire confidence in today’s market.
Ray White managing director Dan White said the group was proud of the progress it had made in marketing over its 117 year history.
“As the environment in which our agents operate continues to change, we have invested heavily in the marketing space to ensure our brand remains top of mind for our clients,” Mr White said.
“Our strategy is working and the sentiment is overwhelmingly positive and we are recording year-on-year growth in market share.”
The latest TV commercial was filmed over two days in Sydney’s Sutherland Shire and extends on the Great Australian Dream theme launched last year. This time many of the group’s own agents and corporate staff from all over Australia act in the advertisement.
Ray White Head of Marketing Lisa Pennell said the Hide & Seek campaign was timed perfectly to woo reticent buyers and sellers to act now, to take advantage of the increasingly positive market sentiment.
“We are a great Australia-based real estate company and we want to continue to push the boundaries of what is expected from the real estate industry,” Ms Pennell said.
“Last year we created a buzz in the industry with our Great campaign, so this new driver was the natural extension for the current market.
“We understand that there’s been a lot of nervousness in the market over the last 18 months but since the Federal Election and two successive rate cuts, the market has shifted a gear. You can feel it in the air – our auction clearance rates are at two-year highs.
“Particularly across the eastern seaboard, potential vendors need to know that now is a great time to list, as the buyers are back and looking for new stock.
“Hide & Seek is an opportunity for us to address any lingering uncertainty and create a positive, fun, cheeky campaign that appeals to all our customers.
“The message is, whether you are counting down to buying or selling, we’re here when you decide to come out and play.”
Ray White is the biggest and most geographically and socio-economically widespread real estate group. It’s proudly owned and led by the fourth generation White family.
As a big brand, Ray White is characterised as being passionate, progressive, clever, stylish and humble.
“We have never been comfortable bragging about our size and scale. We have never sought to get bigger for the sake of it but our customers benefit from our size and our reach and our shared database,” Ms Pennell said.
“And we reckon that’s pretty great.”