PHOTO: Ray White
Real estate agent Ray White has 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.
Ray White managing director Dan White says 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,” White says.
“Our strategy is working and the sentiment is overwhelmingly positive and we are recording year on year growth in market share.”
The latest TVC 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 says 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,” Pennell says.
“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.”
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