Ray White

Ray White launches record million-dollar media campaign

Ray White has launched its biggest media spend campaign in its 122-year history, committing $1.5 million to be spent across four pillars this year. 

The pillars consist of three campaigns, one in New South Wales and two in Queensland, and two commitments to advertising during AFL matches at the MGC and the Adelaide Oval, during Port Adelaide games. 

The โ€˜We don’t sell houses, we sell homesโ€™ campaign has been released in NSW across billboards, digital boards and bus advertising, as well as via TV commercials in regional areas. 

The group hopes it will evolve into a nationwide campaign in the future.

The ‘We don’t sell houses, we sell homes’ campaign in NSW. Photo: Ray White

Ray White Group Head of Marketing, Todd Alexander, said the campaign marked a shift in the companyโ€™s evergreen campaign offering. 

โ€œFor a long time our messaging has referenced our size or our age; โ€˜Australiaโ€™s largest real estate groupโ€™ or โ€˜120 years worth of experienceโ€™,โ€ Mr Alexander said. 

โ€œThis campaign message is not about us, itโ€™s about our customers.โ€ 

Mr Alexander said Ray White landed on this message by leveraging its data. 

โ€œWe now know that from 9555 of the 28,000-plus homes sold from February to June in 2023, well over half our new home listings came from a relationship from a previous purchase or sale, or from some style of referral,โ€ Mr Alexander said.  

โ€œReal estate agents constantly have one eye on their next listing and one eye on their current listing. 

โ€œWhat this data is telling us is that having both eyes on your current listing is the best way of generating your next listing. 

โ€œThis campaign underpins our commitment to our agentsโ€™ current sales; itโ€™s far more than a transaction – itโ€™s helping families buy and sell their most important asset. 

โ€œOur data tells us that with the focus on that, the next listing opportunity will come.โ€ 

Ray White Gold Coast businesses came together for a collective marketing campaign to exemplify the concept of โ€˜Further Togetherโ€™. 

The campaign involves a media buy-in from each office from March to May, plus a contribution from the Queensland corporate office, totalling $120,000, which covered a saturation of outdoor advertising on the Gold Coast. 

Their collective efforts will culminate in The Gold Coast Auction Experience in late April, where 100 properties will be auctioned.

Ray White Queensland will also officially launch the Brisbane 100 campaign in May, recognising Ray Whiteโ€™s move from Crows Nest, in rural Queensland, to Brisbane. 

It also marks eight years until Brisbane hosts the Olympics in 2032. 

As part of the campaign, surrounding Brisbane offices have been invited to drive 150-200 properties to be presented at the Brisbane 100 Auction Experience on July 21.

Ray White Queensland Chief Executive Officer Jason Andrew said the commitment from the Ray White members, as well as from the state team, reinforced the groupโ€™s engagement with its homestate. 

โ€œRay Whiteโ€™s ancestral home is in regional Queensland and weโ€™ve had a strong presence in Brisbane for a century,โ€ Mr Andrew said. 

โ€œItโ€™s an exciting time for Queensland with the Olympics just eight years away, and weโ€™re ready to support its residents as they navigate this momentous journey that will no doubt see more infrastructure and migration.โ€

In Victoria, Ray White entered a partnership with MKTG to showcase Ray White during all AFL matches played at the MCG this year, at a cost of $750,000. 

First round attendance totalled 400,000, with two million TV viewers. 

Across the season, itโ€™s expected the campaign will reach nine million AFL attendees at the ground, and 46 million total TV audience. 

Ray White Victoria CEO Domenic Belfiore said the AFL media buy marked a new era in Ray White branding across the state. 

โ€œThis sort of visibility, in one of our most culturally penetrating spaces, is a significant step forward for the group,โ€ he said. 

โ€œWeโ€™re standing shoulder to shoulder with some of the most recognisable names and brands in the country, and we feel thatโ€™s where we belong.โ€

Finally, in South Australia, Ray White entered into its eighth year of partnership with the Port Adelaide Football Club. 

This year, Ray White South Australia will offer the โ€˜House on the Hillโ€™, a hospitality space for spectators, with refreshed branding around the ground. 

The investment increased as a result of the additional branding and hospitality, resulting in Ray White offices paying an extra $50 per month in their marketing levy to help cover this.

Ray White South Australia/NT CEO, Matt Lindblom, said the enduring partnership continued to be powerful. 

โ€œOver the last eight years weโ€™ve seen an ever-increasing return on our investment with the club, due to the significantly increased TV coverage, membership numbers, and game day attendance,โ€ he said. 

โ€œThereโ€™s no doubt this is working for us, with our market share in South Australia at an all time high of 22 per cent, which is more than three times our closest competitor.โ€

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Kylie Dulhunty

Former Elite Agent Editor Kylie Dulhunty is a freelance content producer for the Elite Agent audience, leveraging her extensive copywriting and real estate expertise.

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