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In its latest push to boost brand awareness across Western Australia, the network has launched a multi-channel marketing campaign that will be rolled out across both metropolitan and regional areas.
Featuring a mix of TV, radio, online ads and billboards, Harcourts Western Australia shared the details of its statewide branding campaign in 2023.
The multi-faceted campaign includes airtime on several regional channels of the 7West network, traffic reports on most radio stations, online streaming on the platform Kayo, digital banners on the Freeway, and Google Display Network ads.
The brand’s state chief executive officer, Shane Kempton, emphasised that despite using different marketing platforms, the new campaign will centre around Harcourts’ “people-first approach”.
“When it comes to marketing, Harcourts looks through the lens of their values when making decisions,” he stated.
Aside from the marketing campaign being built in line with the brand’s main principle, the executive also highlighted that the media options chosen were strategically focused on strengthening the network’s already-established relationship with local communities.
“Our Harcourts offices are a part of many local communities here in WA, and we understand that not all people [are the same] when it comes to media. That’s why local marketing is a critical part of the real estate success journey.
“Having brand awareness via multiple media channels is key, as buyers, sellers, landlords and tenants source their media in different ways,” he explained.
Mr Kempton said that the objective was to “reach as many people as possible via multiple platform options”.
“As an example, some of our clients may not enjoy receiving their media via a screen but still enjoy something tangible, like our home magazine to read.
“Other clients are busy professionals — often multi-tasking — [and] therefore need the convenience of digital marketing to keep up to date,” Mr Kempton stated.
With a focus on Harcourts’ identity as a locally driven brand that offers a range of services in “all aspects” of real estate, the executive emphasised the campaign is “by locals, for locals”.
“Our purpose is to create “the finest experience in real estate” in all areas and touch points of our business.
“This includes choosing media options that ensure our clients, both current and future, stay connected with us,” he concluded.
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