Andrews Property Group
Integrated Marketing Campaign
With online agents making great waves in the property world, offering a self-service option at a reduced price, Andrews’ #everythingproperty campaign looked to reinforce the old adage that you really do get what you pay for. Entrusting your property sale or let to a full-service agent like Andrews, means that you’ll benefit from advice, knowledge and support throughout the entire process. With everything managed in-house by a team of experts, clients are not just left to their own devices, particularly when things go wrong. As an integrated campaign, #everythingproperty positions Andrews as a provider of full property solutions, taking care of everything to complete the transaction and beyond (mortgages, surveys, conveyancing services, etc). Through printed mailers, in-branch window cards, press and A-board advertising, online display ads, email campaigns and campaign landing pages, we successfully targeted potential landlords and vendors looking for a safe pair of hands to manage their property requirements. We created a series of typographical designs, presenting relevant messaging to specific customer types (first-time buyers, investor landlords, accidental landlords, etc) as well as differentiating by geographical location. By utilising this information and generating multiple consumer profiles with varying pain-points, we were able to take a bespoke approach vs. an off-the-shelf solution, establishing a point of difference from online-only agents.