The Richardson & Wrench network has begun rolling out a new national brand campaign aimed squarely at leveraging the power of social media.
The multi-platform campaign running across social media and digital platforms, is a 40-episode series of snackable videos as its centrepiece complemented by targeted distribution marketing.
R&W Group Development Manager Amanda Ward said the group had adopted an “always-on” strategy with content designed to make real estate simple for clients.
“Real estate is being conducted in the digital space and this is where we need to be to communicate our brand offering,” said Ms Ward.
“We will be releasing new video content every week for 40 weeks covering topics for every consumer – buyer, seller, renter and investor.”
Their media buy includes sponsored posts on Facebook and Instagram as well as lifestyle websites across Fairfax and News publications and Mi9, Mamamia, The Guardian, Pacific Magazines and Bauer.
Ms Ward said the campaign was designed to drive traffic to the company website and provide its franchisees in NSW and Queensland with shareable content.
“To be effective social media marketing needs participation and engagement,” said Ms Ward. “In this respect, the 2016/2017 campaign has been by far our most successful with the majority of franchisees opting to engage and share with their databases and across their social media platforms.”
Complementing the sponsored posts Richardson & Wrench has stepped up its activity across all social media channels.
“The rise of social media gives us an opportunity to tell our own story in our own way communicating our brand values and expertise,” said Ms Ward. “Real estate is an industry in transition and the challenge for us is to demonstrate the full range of services that we offer as well as the leading role we play in shaping the future of real estate.”