Ray White boasts its Know How in breaking campaign
Real estate agent Ray White has tagged the term “know how” at the end of its name to emphasise it’s competence in all aspects of the business.
A campaign developed with agency Arnold Furnace features “proof statements” relating to seven areas covered by Ray White: knowledge, experience, results, tailored marketing, creating competition, passion and process. These are illustrated by photos in muted colours of homes and families with a standout yellow item representing the brand.
It will run in print, outdoor, radio, online, social media and direct mail, as well as in offices and across its website.
Karen Hall, Ray White’s chief of marketing, said in a press release: “Research showed us that Australians were weary of vague, flowery statements by real estate brands and that they’d prefer examples of tangible, distinct value. We were not surprised to find most consumers cannot differentiate brand value offerings across our industry.
Um, pretty sure this was Westpac’s campaign concept prior to their most recent campaign.
How embarrassing. Good ol’ Ray White riding of the coat tails again….. CTRL+C seems to be a keyboard shortcut at Ray White HQ
This is probably unrelated, but why do real estate agents feel a need to plaster photographs of themselves all over their advertising campaigns? Be it outdoor, print, even their business cards? I’ve often wondered that…
Awesome effort. Fresh and vibrant.
looks great. very fresh and forward thinking real estate group. well done RW
Nice slick design and really clearly explained.
Well Phil, good artists copy, great artists steal? Finally, a fresh and engaging piece of online content that gets it right. Ray White_Knows How to deliver.
I think when you look into it it’s actually a well thought campaign that uses simplicity and measurability as two big features, which is pretty brave considering what dudes like DF think, even when they are just venting randomly about real estate in general.
Plus it looks nice.
DF – Advertising campaigns are not for properties.. they are for Agents, its easy to sell a house.. much harder (as an agent) to find one to sell.
Your advertising $ go more to enhancing the agents local reputation, rather than selling your house.
Shhhhhhhhhh
I can’t help but notice that this ad has a lot of fans in Loki, Captain Shiraz, DR, T Leone and Matt.
And I also can’t help but notice that they share the same IP address.
Cheers,
Tim – Mumbrella
Tim, you should do an infographic of the names astro-turfers use in the comments.
Ray White_Don’t Know How to astroturf
Haha, if you’re going to astroturf wouldn’t you ensure you mixed it up a bit instead of using the word ‘fresh’ 3 times?
Completely agree though that people lump all the real estate brands together. It’s a glossy pile of real estate marketing that I throw into the bin everyday from my letterbox and I couldn’t be bothered looking at one of them to even try to differentiate the brands…
@ Mumbrella… but isn’t that most of the comments on this site? The creators adoring it, those who missed out on the brief deploring it? We’re all adults, we all know that, Surely?
@ Offal… Thanks, that does make sense. I just thought they were all a pack of narcissistic wankers in all truth. Like who puts up a massive billboard of themselves on Parramatta Road?
Hi, I’m from Ray White. Thanks for the comments – all of them. This is our first network-wide campaign in over four years and we’re thankful for your insights. The astroturfers are not sitting here with me at Ray White HQ, but thanks for the positive feedback!
Very clean campaign with easy to understand message. Looks Great, Modern and inviting.
Professional and sharp, to the point.
and for all those comments re Sales agents on Billboards etc.
Those Billboards and Marketing cost a lot of money, so they keep people in jobs and if you think agents have it easy….try selling real estate yourself.
talk to anyone that has tried….and failed.
Hardest job on earth. Give them a break.
I love the new campaign I think it is fresh and gets to the point of who Ray White are.
Hi,
I’m a Business Owner with the Ray White Group in QLD and have been with the network for close to 10 years. Traditional campaigns released by any real estate group is largely based on a sole statement with many resembling a ‘chalk board’ out the front of your local mexican restaurant claiming ‘the best mexican in town’. We in the past are not immune to such overstatement.
This is the 3rd campaign released by our franchisor and from what I have seen already, really does cut through the clutter our industry seems to gather. Better yet, it is relevant for not only buyers and sellers, but also the thousands of investors and tenants and the homes we manage on their behalf. So often this group is forgotten in any campaign.
Although income is driven from, our business is not about transactions, its about relationships within the communities we are apart of. Neighbourhood Know_How is simply an extension to this.
Look forward to seeing this discussion unfold.
@Lyndsey hope you’re not paying for the agency to talk themselves up here…….
Fresh.
Fresh.
Fresh.
Etc.
“The astroturfers are not sitting here with me at Ray White HQ”
We know.
They’re all over at Arnold Furnace.
All of those awkwardly caught out astroturfers.
I’m actually an agent myself and even though I think the idea of the campaign is great, it seems really generic and impersonal to me. Some of the best real estate campaigns are the ones that stick in our minds (Thank you Mr Hooker, anyone?) and I’m not getting anything memorable from these. Time will tell I suppose.