Raine & Horne
Generating confidence in the Australian property market in an era of uncertainty
With COVID-19 creating uncertainty in a sluggish property market, Raine & Horne approached us to create a spring campaign. Their aim was to encourage homeowners and investors to enquire about a property appraisal with their local Raine & Horne agent, opening up possible leads at a time when people were unsure whether to sell.
Enthusiasts of real estate (i.e. most Australians) know that spring is a traditionally competitive period. While agents were seeing strong buyer interest, there wasn’t enough stock on the market. People were reluctant to sell in an uncertain period.
Campaign strategy
Design direction
Designer: Becky Gillis
Copywriter: Celina Siriyos
Motion Designer: Will Nghiem
Turn curiosity into confidence
Raine & Horne needed a strong lead-gen campaign that franchisees in rural, coastal, regional and metro areas would be happy to adopt. They also wanted to communicate a supportive message — without relying on cliches or being too sentimental. Through research and a workshop, we got to the insight that would inform our campaign…
… despite the deep and rapid change happening across the world, the Australian obsession with property had not been shaken at all. It had only become stronger.
RESULTS
500 leads in 10 days
The spring campaign consisted of owned and paid assets pushed throughout the whole franchisee network using Raine & Horne’s Amplify lead generation platform. The campaign generated 500 listings leads in only ten days. In the first two months of launching, it achieved exposure to over 2.7 million online profiles across Australia.
