Selling the Red Carpet Experience
Barry Plant is the largest and most successful real estate agency in Victoria, with over 80 offices across metropolitan Melbourne, the Mornington and Bellarine Peninsulas, regional Victoria, and the Gold Coast. My agency was tasked with increasing its market share using the existing branding and positioning line “your red carpet experience”
Local Gems Campaign
There were two distinct target audiences: cashed-up retirees and a younger family-oriented group interested in a country lifestyle. Both required different messaging so as not to alienate one market over the other.
Roadmap
The marketing campaign for Barry Plant started with testimonials to explain the meaning of “your red carpet experience” and ran on TV and outdoor. The campaign then moved to a series of radio and outdoor-driven campaigns with a unique, humorous language style that mocked real estate agent clichés. Over 10 connected campaigns were run over four years, expanding the meaning of “your red carpet experience”.
Results
Barry Plant is a real estate agency that has grown substantially in a competitive market, increasing from an 8% to a 12% market share in 4 years. They were named Number One for Sales in Australia and Number One for Property Management. The sales turnover of the company has risen over 50% from $3.2 billion to around $5.5 billion and has outstripped the Victorian agency industry by 35%. The “Local Gems” campaign was launched in 2016, showcasing the company’s expertise and local knowledge by partnering with small local businesses. The campaign was expressed through press ads, posters, outdoor advertising, and more.
