At first glance, the campaign for 53 Woolwich Road, Hunters Hill appeared restrained, even traditional. The photography was composed and uncluttered, the floor plan clear, the house itself dignified rather than performative.
It was only after spending time with the images that some viewers noticed something unexpected: a tiny donkey figurine, discreetly placed somewhere within each photograph.
The detail was deliberate, but never announced.
The idea came from Nicholas McEvoy, a sales agent at BresicWhitney, who was looking for a way to acknowledge the home’s history without overshadowing its presentation.
The figurines were a tribute to the vendor’s late aunt, who had lived in the house since the age of 10 and remained there for more than 80 years. Donkeys were her favourite animal.
For Nicholas, the story emerged not from a creative workshop, but from listening.
“It starts with owner consultation and understanding their connection to the property,” he says.
When the vendor shared the history of his aunt and her relationship with the home, the direction of the campaign became clear.
“This context, and the knowledge of the personal meaning in it for him and the family, allowed us to understand and integrate this as a meaningful part of the campaign.”
There was no explanation attached to the images; no caption invited viewers to look closer, and most people never noticed the figurines at all.
Those who did tended to linger, scanning the photography again and spending longer with the listing.
Nicholas believes buyers respond instinctively to that kind of authenticity.
“All of us, regardless of whether we’re buying or selling, resonate with real stories and the lives that homes have lived before them,” he says.
Rather than distracting from the property, the narrative encouraged deeper engagement, prompting buyers to spend more time with the material and explore the home in greater detail.
In an industry increasingly comfortable with bold concepts and attention-grabbing devices, Nicholas is careful about how creativity is applied.
“Any creative element must enhance property presentation, not compete with it,” he says.
“If an element feels like a gimmick then I wouldn’t integrate it as part of the campaign.”
The decision to keep the figurines subtle was intentional.
“The hidden donkeys were subtle,” Nicholas says, noting that most viewers did not notice them at all.
“But those that did had the chance to connect more deeply with the property.”
The impact was measurable: “Time spent looking at our photography and exploring the details of the home rose as a result.”
There is a common assumption that emotional storytelling risks softening the clarity buyers need to make informed decisions. Nicholas disagrees.
“Narrative enhances clarity. It doesn’t replace it,” he says.
“Narrative enhances clarity. It doesn’t replace it,” he says, adding that comprehensive documentation, including floor plans, condition disclosure and accurate photography, remains essential.
At 53 Woolwich Road, those fundamentals were maintained, and the home was presented honestly in its current condition, while the story added historical and emotional context alongside the facts.
“We ensured to present the property in its current condition while the narrative provided more emotional and historical context,” he says,
That layered approach also changes the nature of buyer interactions.
When buyers sense that an agent understands the significance of a home beyond its physical attributes, it builds trust.
“In my experience, it helps buyers understand that you value the stories within the homes you’re representing and the bigger picture meaning that our homes have our lives,” Nicholas says.
That understanding extends beyond the campaign itself.
“In turn, that reflects that an agent understands what a significant process it is to buy and/or sell, and helps you build relationships that extend beyond one transaction.”
There are also commercial outcomes as the campaign attracted wider attention and supported stronger buyer engagement.
“As we saw with this sale, there are also many occasions where the approach supports a certain sale outcome,” Nicholas says, from increased buyer motivation to greater exposure through BresicWhitney’s in-house media strategy.
The philosophy aligns with the brand’s long-standing creative direction.
“BresicWhitney is known for its creative ethos of ‘bringing homes to life’,” he says, “which I feel encapsulates what we’re able to deliver on pretty accurately.”
For agents considering how to bring more imagination into their marketing, his advice is measured and practical.
“Start with genuine owner insight and always prioritise authenticity and accuracy.”
Creativity, in his view, works best when it is grounded in truth rather than invention.
“That can co-exist alongside imagination and new or different ways of bringing a home to life,” he says, “and when they work together that’s when you can see the tangible benefits.”
Understanding the broader context matters too.
“It’s also important for agents to know what will resonate, not only the potential buyers of the property, but the wider local community or setting.”
Often, the most effective ideas are already present within the listing itself.
“Creativity often means highlighting existing differentiation in a listing rather than manufacturing it.”
The campaign did not rely on spectacle or noise. It asked buyers to look more closely and spend more time.
In doing so, it shifted the conversation away from pure transaction and towards memory, continuity and care – a reminder that even in a crowded market, restraint and authenticity can still hold attention.
