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One of Australia’s biggest agencies has made a point of acting “counter-cyclical to our competitors” with a targeted winter appraisals campaign.
LJ Hooker said that its property managers and sales professionals completed almost 13,000 appraisals in June – a 38 per cent increase on the same time last year.
The June marketing campaign included network incentives and support with new scripts and dialogues, according to LJ Hooker.
The northern NSW region had the best result with rental appraisals, with a 24 per cent completion rate.
Marketing manager Heather Hilton said the campaign was designed around vendor habits.
“June is traditionally a lull period in the annual real estate cycle as buyers and sellers slow in the cooler months, however in the Sydney, Melbourne and Brisbane market, the market is hot and buyers active, but vendors are not,” she said.
“We created the campaign to keep in touch with vendors when our competitors took an end-of-financial-year break and to encourage vendors thinking of selling in spring to list earlier.
“We are often counter-cyclical to our competitors and the campaign counteracted the norm which our people embraced.”
Ms Hilton said the marketing campaign has given LJ Hooker a strong pipeline of listing opportunities ahead of spring.
“The internal campaign has motivated our sales and property management staff in what is typically a quiet month in the real estate cycle as end of financial year approaches,” she said.
“The increase in appraisals will set our people up for success in the coming months.”
[Related: Project plan for the cooler months]
