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A new approach to marketing has garnered a substantial increase in engagement for one real estate brand.
Stockdale & Leggo is reaping the rewards of two marketing campaigns that wrapped up just as the weather started to warm, and saw the network receive a noticeable boost in interest.
The brand decided to take a softer approach to its usual spring activities this year, starting with a campaign that used Father’s Day as a jumping off point to stoke engagement.
Offering a $500 Bunnings Warehouse gift card, the network encouraged community members to nominate a great dad that would enjoy the prize. Hundreds of entries reportedly poured in from individuals eager to celebrate their father figures.
Alex Iannelli, marketing and franchise executive for the brand, said it just goes to show how much communities appreciate when networks are prepared to give back.
“This campaign has shown that community-focused activities can yield substantial engagement. By celebrating the simple joys of family and community, we’re able to foster strong, personal connections while simultaneously raising the profiles of our agents. It’s a win-win scenario,” Iannelli said.
She noted that while the network always encouraged Father’s Day marketing, this was the first year they elevated the effort to “a corporate level”.
“This allowed us to invest considerably into marketing and administration, which meant that individual offices and agents did not need to allocate any additional time or resources. Instead, they benefited directly from the campaign’s expanded reach, as we provided all necessary marketing materials, templates, and social media assets for use on their social platforms, in their offices, and at their open homes,” she said.
The effort also coincided with a different approach to lead generation ahead of the industry’s biggest season, with the firm finding great success in a conversation-starting campaign informing customers that “selling in spring starts in winter”.
With the intention of positioning the network’s agents as industry experts who are happy to provide support for community members considering their property options, the approach generated interest from people interested in hearing more about timelines for sale.
In both campaigns, Iannelli said the intention was to “open doors to real conversations and genuine relationships, providing our agents with opportunities to build trust and rapport with their local markets”.
Charlotte Pascoe, CEO of Stockdale & Leggo, added that they were “about more than just lead generation; they’re about building a sense of community and positioning our agents as trusted, go-to professionals in their areas”.
Iannelli said the community-focused approach had clearly paid off and is a strategy the agency will look to replicate in future.
“Our recent campaigns have demonstrated a substantial increase in engagement compared to the standard, ‘Are you thinking of selling?’ approach. Our network is deeply community-oriented, and the success of these initiatives can be attributed to their focus on giving back, rather than seeking something in return,” she said.
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
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