Ray White boasts its Know How in breaking campaign

Ray White Know How bikeReal 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.

“When it comes to real estate marketing, it’s a very cluttered space. There are countless brands in the marketplace, saying and doing similar marketing, so it’s often difficult to gain your fair share of attention. In fact, the consumer research we have done over the past nine months indicates that the public find it difficult to differentiate between brands.”

Ray White Know How


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.