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What started out as a “small idea” evolved into a marketing push that paid off big not just for a network but for home owners in communities as well.
Professionals Real Estate shared it has launched a campaign spanning Queensland, NSW, Victoria, South Australia, and Western Australia, offering a chance to win almost $100,000 worth of prizes to anyone who completed an appraisal with the brand during the eight-week competition period.
Chief executive Katherine Gonzalez-Cork divulged that the idea was the brainchild of agency principals within its Professionals’ Regional Councils, which act as “the voice of each state and discuss ways of improving lead generation and brand awareness”.
These councils are made up of five nominated members who represent each state, which provides an opportunity for every office within the network to have an input in the direction of the group.
“What started as a small idea in South Australia last year has now become a staple in our annual marketing strategy and it’s a wonderful example of the collaboration that exists within our network,” she stated.
Tamara Colbert, the Principal of Professionals Northern Coast and Council chairperson for Western Australia, said the competition has had a “knock-on effect” in increasing brand awareness in their community.
“For every person who entered the competition, there would have been another five who saw our branding across social media,” she said, adding that “a lot of the leads that came through were walk-ins and phone calls from people seeing the ads.”
At the end of the campaign, the network reported a 690 per cent increase in leads during the first quarter and 28 winners won a share of $98,000 toward their next holiday.
Notably, the largest of the prize pools came from the West Australian Council, which opted for two holiday packages, each containing a $10,000 Webjet eGift card and $5,000 spending money on a pre-paid Visa gift card. Meanwhile, winners from other states were provided Webjet or BP petrol vouchers.
Ms Colbert shared that the competition provided an avenue for offices under the agency to reconnect with their respective databases.
“Our office has received a lot of exposure over the past two months and now we get to send some families on their dream holiday,” Ms Colbert stated.
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