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Home owners who book a property appraisal with Elders will be in the running for a $25,000 prize, in a campaign designed to gather leads ahead of the spring selling season.
The marketing drive is set to be Elders Real Estate’s major campaign for 2024, as networks compete to lock down vendors for the spring selling period.
The campaign will run from 29 July through to 31 October to capture interest from the tail end of winter and early spring.
Home owners seeking to sell their property in spring, or who are seeking an updated market appraisal for a sale or lease, are the prime targets for the competition.
Accompanying the campaign headline is a playful lockup that showcases ways the winner could spend the prize money, with illustrations of a plane, new computer and groceries.
“Designed with personality and fun, the devices’ distinct styling is intentionally playful to create an elevated sense of happiness and provides cut-through on digital channels,” Elders stated.
At $25,000, the prize money is also enough to cover the costs of stamp duty for a new house worth $670,000 – or about half the price of the median Australian home.
Belinda Connor, general manager of brand and residential real estate for Elders, said the latest campaign came off the back of a year of significant changes, including a major rebrand in February this year.
“Our rebrand and brand awareness have been instrumental in reinforcing our market position and demonstrating our commitment to supporting our partners.
“We are confident that our new appraisal campaign will continue to build on this momentum and attract top-tier professionals to our network,” said Connor.
While the financial investment in the marketing campaign has been substantial, the company expressed confidence that the experiment would pay off.
Connor stated: “These significant investments into our brand and agent offering emphasise our dedication to growth and innovation, strengthening Elders’ position as a leader in real estate and property services.”
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