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A national survey by Galaxy Research focusing on brand awareness has named one real estate group that was the top unprompted choice among participants when asked to identify an agency.
The survey findings showed that LJ Hooker is Australia’s best known real estate brand.
Meanwhile, 90 per cent of respondents in the 2,315-person sample recognised LJ Hooker when prompted.
LJ Hooker CEO Grant Harrod said the survey findings underlined the network’s position in the minds of the marketplace.
“When our sales agents and property managers meet someone new and say they’re from LJ Hooker, that person instantly knows what line of work they’re in,” he said.
“We compete in a highly fragmented marketplace where competition for market share is fierce. These findings indicate [that] the regional efforts of offices and the national marketing campaigns of corporate really do break through to consumers.
“Whether the marketplace is looking to sell, buy, invest or rent, our LJ Hooker sales agents and property managers are at the top of the shopping list and that provides them with the confidence to win listings and managements.”
LJ Hooker’s national marketing initiatives came to prominence in the 1980s with the ‘Nobody does it better’ small screen campaign, which has evolved into the current ‘Make dreams happen’ television commercial. LJ Hooker also supports its offices with the spectrum of products for local area, campaign, traditional and digital marketing collateral.
LJ Hooker head of marketing Heather Hilton said the marketing collaborations of franchisees from city markets to regional areas were integral to the poll findings.
As part of such franchise-led initiatives, LJ Hooker’s Adelaide-based offices recently committed to branding 20 city buses for the next six months, on the back of selling the most properties of any network in South Australia last year.
“LJ Hooker wouldn’t enjoy its brand awareness without the initiatives led by offices either individually or collectively within regions,’’ she said.
Mrs Hilton said it was the first time Galaxy Research had managed and reported a poll for the company.
“It’s a comprehensive sample across the dominant demographics and we’re buoyed by the results,’’ she said.
[Related: Franchise boss identifies massive gap in the market]
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