Selling real estate in a place like Maui might seem simple, but this agency owner confirms — there's a lot of competition in paradise. Rosie's objective was simple — break away from the pack with a powerful image campaign. Her firm already used print media and had tried radio, but were looking add some flair, so Rosie looked to television advertising. "It's the way to go. There [are] hardly any real estate companies doing it locally."
Along with a unique location, her firm came with unique challenges. The agency listed and sold property in Maui, but their customers came from markets beyond the local area. Spot Runner showed the real estate pro how she could reach potential customers through targeted market selection. "I like the idea that I don't have to advertise just on Maui, I can advertise where they are coming from, [specifically] California."
The agency's initial campaign ran for two weeks, and people have noticed. Agents have approached her and asked her how she pulled it off. "That was our goal. It's all about the image of the company — people think we must be the leaders of the pack." What's next for Rosie? She's created three more spots with Spot Runner.
She also encourages her agents to try it. "It's an excellent tool for agents to obtain listings; above print and radio. I can't imagine any lister who wouldn't want to see their property on TV."
Real Estate Brokerage Firm
Rosie, Owner
Business
27-year-old agency with 6 employees and 130 agents.
Campaign Goal
Enhance their image, and if they happen to acquire some listings, that's good too.
Advertising Strategy
Advertise where their customers are — which isn't just in Maui.
Favorite Channels
Fox News Channel, ESPN, Food Network, CNN Headline News