The problem

Raine & Horne wanted to further amplify their brand status and present themselves as the real estate agency of choice to attract high-performing real estate agents.

The solution

With a need to drive more real estate agents to their business, we undertook a study that explored the pros & cons of going on your own (independent network) or going with an agency (network).

The network side was pioneered by Raine & Horne and with all the things agents used to be successful in an agency was demonstrated via Raine & Horne’s business model and how Raine & Horne would support real estate agents should they wish to move away from independent and work with an agency.

The two main purposes of this thought-leadership whitepaper were to:

• Increase brand awareness
• Deliver lead generation through survey opt-ins (respondents' details) and report downloads

This piece was designed to be a unique experience as we built a unique website landing page to host the report and the recorded webcast

What we delivered

Agile Market Intelligence designed and distributed a survey to understand how real estate agents felt. Then we analysed the reports of the survey, designed and wrote a report on the findings, produced webcasts, and designed a custom landing page. In partnership with Real Estate Business (REB), Agile launched these insights in a new, innovative format of one centralised landing page with both report insights and pre-recorded webcasts available in one place for easy access for real estate agents.

Results

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This was a brand awareness campaign, and also a lead generation tool.

This was not for strategic or clearer direction

This was to demonstrate to real estate agents the advantages of going with an agency over going independent and, however Raine & Horne specifically is the agency of choice.

The purpose was for Raine & Horne to contact more agents and onboard more agents to their business to ultimately grow their business.

This was the 140th year as a brand and so timing for a brand awareness campaign was also at play.

Understanding the career desires of our industry’s rising stars allows companies such as Raine & Horne to adapt and align their strategies to meet the evolving demands of the workforce effectively.

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