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The real estate agency has introduced its latest marketing campaign intended to position the brand “that puts people first”.
OBrien Real Estate has launched its marketing campaign – “It’s Personal” – which aims to reflect the agency’s commitment to understanding that buying and selling a home is “an emotional journey”.
Corporate director Dean O’Brien explained that the agency wanted to remind clients that it takes a different approach in a “crowded real estate market, where the focus is often on closing deals”.
“Selling a home is a significant, often emotional experience, and ‘It’s Personal’ is our way of acknowledging that. Our role is not just about achieving a great result for our clients, but making the entire process seamless and supportive along the journey,” O’Brien said.
According to the agency, the campaign aligns with its core values of “family, mutuality and realising potential”, and allows it to stand out as a real estate agency that values people over transactions.
Darren Hutchins, corporate director, said that what makes the campaign effective is its authenticity.
“It’s not just a marketing message; it’s how we operate day in and day out. Our client’s best interests are always our priority, and this campaign unites our team around that shared commitment.”
OBrien’s campaign looks to tap into the emotional aspect of real estate, allowing it to work with a “creatively rich and people-focused space”, and recognises that selling a home isn’t always about the outcome.
CEO of OBrien Real Estate, Mitch Armstrong, explained: “OBrien’s culture is renowned in the industry, and it stems from our ‘people-first’ approach. This passion and care for people is what makes the OBrien culture different to many other agencies.
“There is a real care for the vendor and buyer, and this care is what truly differentiates OBrien from every other network and we wanted to capture the essence of that in our latest brand campaign.”
OBrien partnered with design agency TRAFFIC for the campaign, who were chosen based on their “vision for the ‘It’s Personal’ campaign [aligning] perfectly” with the company, according to Armstrong.
The campaign is set to be rolled out across several channels, which include digital media, print, buses, trains and community engagement events.
The move comes just months after OBrien Real Estate moved its headquarters to a new, modern office located in South Melbourne, in a bid to enhance network unity and accelerate their plans for growth across Victoria.
