Ashtons Realty

New business to be launched, beginning with a very small rent roll the focus was to launch a brand, define the positioning an guide the owner on setting up a new business. The focus of the Real Estate Agency was to be property sales and small renovations only.

OPPORTUNITYBrand & Marketing Strategy
INDUSTRYReal Estate & Property
CLIENTAshtons Realty
DATE2015-2016
FOCUSAll communications strategy, design and full brand roll out
SERVICESBrand Strategy, Brand Creative and Positioning, Marketing Strategy, Creative, Photography, Website Design & Development

Approach

Discovery; through the discovery phase the team started with the business’s, “how and Why” the development will make a difference to the market place and to the ideal customer. We conducted an audit of the development and marketing objectives, understanding the competitive attributes and strengths. Reviewing all current plans, marketing activities and research into the landscape and competitors in order to provide a clear situation analysis.
Brand Strategy, here we conduct a competitor brand audit, immerse ourselves into the business’s culture, customer behaviour and mapped out what the brand could stand for, its core values and tone of voice.
Customer Journey Mapping, here we crafted the ideal State of Play, for how and when customers could be engaged, beginning from awareness to search, nurture and transaction. Through traditional analytic and digital research, assessment and workshops, we are able to use these insights when crafting the strategy, comms and website.
Strategic plan, the Digital White Space team then developed a strategic “how to” outlined all marketing online and offline opportunities and how to communicate the unique attributes of the brand and offering. Complete with a 12-month communications plan.
Creative and digital execution, We developed all of the assets across website, digital platforms, communication strategy, social media, campaign creation, graphic design, drone and lifestyle photography, video, drone video, animation and videography.

Proposition

Feminine feel, “Properties managed with style and purpose”.

Focus

Property Management and mini renovations

Creative direction

  • Focused on being run by a female- soft and strong, inspired by classic french fleur de les
  • Created logo using pink, silver and black – tagline Propertied Managed with Style and Purpose
  • Photography shoot focused on founder Alex, capturing the fun behind her approach, with beautiful delicate flowers and strong style and design elements. Highlighting the personalised service on offer across the suburbs served

Digital Marketing

Website; built with SEO principles, boasting a blog, direct feed from Real Estate portals.The site was developed to be functional, informative and beautiful, highlighting the lifestyle in areas, automated listings from Real estate media/portals through to social media channels.

Content Marketing

Craft and develop weekly blog posts, social media articles to harness individual campaigns and SEO.

Social Media

  • LinkedIn campaigns – developed profiles, launched campaigns to assist launch of new business – repeatedly followed up with content relevant to target audience – resulting in new business
  • Facebook campaigns – developed company pages, rich with content and tips for tenants and landlords – drove up new fans, likes and new business
  • Twitter campaigns – developed profiles, publishing relevant content to audience following and building up followers

Direct Mail

Created local area marketing (LAM) materials introducing the Property Management services.

Electronic Direct Mail (EDM’s)

Crafted all Newsletters & customer emails.

Stationary

Developed all comp slips, letterhead, business cards, electronic signatures.

Materials

  • Crafted all folders, brochures for Property Management
  • For lease boards & for sale boards

Marketing and Digital communications support

Providing ongoing marketing support and digital support, providing ongoing technical support and developing new tools and materials.

Gallery