Raine & Horne has launched into 2015 by giving away almost $100,000 in prizes to lucky vendors who listed their home with the national real estate group in the fourth quarter of 2014.
The prize pool included a luxury Mercedes Benz, which was the highlight of Raine & Horne’s latest consumer campaign, ‘You’re a Winner’, which ran between August and November 2014.
The Mercedes Benz A-Class Sport was won by Graham Burow and his wife Desleigh, who listed their home in the Logan City region with Raine & Horne Marsden in Brisbane’s south.
Another vendor located on the NSW South Coast won a 10-day trip for two to Hollywood, with accommodation at the W Hotel Los Angeles-Westwood and spending money. This prize was valued at about $10,000.
“With the ‘You’re a Winner’ campaign we had a number of related objectives, including increasing the number and rate of appraisals, attracting quality exclusive listings, creating opportunities to engage with potential vendors, and converting appraisals into listings,” said Angus Raine, Executive Chairman and CEO of Raine & Horne.
“To illustrate the stunning results of the campaign, Raine & Horne almost doubled its appraisals in the campaign period compared to spring 2013, while listings jumped by almost 13%.”
The ‘You’re a Winner’ campaign was supported by local area marketing including promotional window cards and digital displays in Raine & Horne offices, DL card promotional drops, as well as digital marketing on key sites, social media and electronic direct marketing. There have also been radio and television advertisements created for the campaign.
Every vendor who listed a home for sale with the 132-year old real estate firm was also sent three Raine & Horne instant win scratchy cards.
“When a vendor scratched a card’s panel and found three matching prize symbols, they were instant winners thanks to great prizes from JB Hi-Fi including Go Pros, Garmin Watches, JB Hi-Fi vouchers and iPads,” said Mr Raine, who signed thousands of letters to winning Raine & Horne vendors.
“In total we gave away about $100,000 in prizes to vendors across Australia.”
The campaign proved a massive hit online, notching up an impressive 9.2 million digital impressions, including 3.7 million impressions on domain.com.au, and 4.6 million impressions on realestate.com.au.
“Over the four month campaign period, ‘You’re a Winner’ also resonated with Raine & Horne’s agents, with over 2.8 million direct mail pieces delivered to letter boxes across Australia,” said Mr Raine.
To support the ‘You’re a Winner’ consumer campaign, Raine & Horne ran an internal incentive program that mirrored the prize pool available to vendors, including a Mercedes A-Class Sport and trip for two to Hollywood.
Sales ace Aristotle Stavros from Raine & Horne Batemans Bay in NSW scored the Mercedes and Gail Collins, a property manager at Raine & Horne Muswellbrook, won the tickets to Hollywood.
“I couldn’t believe it when Angus Raine rang me with the news, and I jumped up and down for 20 minutes carrying on like a child,” said Mrs Collins.
“It was like all my Christmases had come at once, and I can’t wait to see all Hollywood’s major tourist attractions such as Universal Studios and the famous Walk of Fame.
“As an Elvis Presley fan, a photo with the King’s star is definitely on the Hollywood bucket list.”