Ray White books record media spend

The pillars consist of three campaigns, one in New South Wales and two in Queensland, and two commitments to advertising during AFL matches at the MGC and the Adelaide Oval, during Port Adelaide games.

The "We don't sell houses, we sell homes" campaign has been released in New South Wales across billboards, digital boards and bus advertising, as well as via television commercials in regional areas. It’s hoped it will evolve into a nationwide campaign in the future.

Ray White Group Head of Marketing Todd Alexander said this campaign marked a shift in the company’s evergreen campaign offering.

“For a long time our messaging has referenced our size or our age; ‘Australia’s largest real estate group’, ‘120 years worth of experience’,” Mr Alexander said.

“This campaign message is not about us, it’s about our customers.”

Ray White landed on this message by leveraging its data.

“We now know that from 9,555 of the 28,000+ homes sold from February to June in 2023, well over half our new home listings came from a relationship from a previous purchase or sale, or from some style of referral,” Mr Alexander said.

“Real estate agents constantly have one eye on their next listing and one eye on their current listing. What this data is telling us is that having both eyes on your current listing is the best way of generating your next listing.

“This campaign underpins our commitment to our agents’ current sales; it’s far more than a transaction - it’s helping families buy and sell their most important asset. Our data tells us that with the focus on that, the next listing opportunity will come.”

Ray White Gold Coast businesses leaders came together for a collective marketing campaign to exemplify the concept of Further Together. The campaign involves a media buy-in from each office from March to May, plus a contribution from the Queensland corporate office, totalling $120,000, which covered a saturation of outdoor advertising on the Gold Coast. Their collective efforts will culminate in The Gold Coast Auction Experience in late April where 100 properties will be presented at auction.

Ray White Queensland will also officially launch the Brisbane 100 campaign in May, recognising Ray White’s move from Crows Nest in rural Queensland to Brisbane. It also marks eight years until Brisbane hosts the Olympics in 2032. As part of the campaign, surrounding Brisbane offices have been invited to drive 150-200 properties to be presented at the Brisbane 100 Auction Experience on 21 July.

Jason Andrew, CEO of Ray White Queensland, said the commitment from the Ray White members, as well as from the state team, reinforced the group’s engagement with its homestate.

“Ray White’s ancestral home is in regional Queensland and we’ve had a strong presence in Brisbane for a century,” Mr Andrew said.

“It’s an exciting time for Queensland with the Olympics just eight years away, and we’re ready to support its residents as they navigate this momentous journey that will no doubt see more infrastructure and migration.”