How Summit Realty reached record heights.

The Challenge

Summit Realty has operated in Rockingham and Waikiki for over 35 years. At the start of 2022 business was flat. The economics of the pandemic had seen property prices increase, but Summit hadn’t seen a rise in its core business of local property appraisals and listings. They came to Likeable Creative for help.

our strategy

A review of the realty sector showed a sea of sameness among the players. Everyone’s ads looked the same and it was all very dull. But this was an unexpectedly exciting time for property owners in the Rockingham area. Despite predictions of market plunges, the Rockingham and Waikiki areas were experiencing rapid, continuing growth in values.  Our strategy was to highlight the red-hot, super-fast, skyrocketing increase of local property prices with a visual approach that was just as unexpected and equally pleasing. If you wanted to know just how much your property value had taken off, you could take advantage of a free appraisal to find out.

The creative

We chose illustrated retro-style characters and scenarios to demonstrate the eye-popping market performance to property owners. This was very different to anything else in the category, but more than that, it had character. It was fun! It carried the very good news that property prices were skyrocketing, and everyone was invited to the party.

We produced three short animations with supporting static executions for the ads, plus we also streamlined and optimised the user experience through the Summit Realty website for property appraisals.  

The Google Display Network, Facebook and Instagram advertising campaign geo-targeted customers in the core catchment area. The shopfront of Waikiki realty agency was also graphically branded with the campaign visuals and activated further with a matching letterbox drop in surrounding areas.

The campaign was further strengthened by letterbox drops, and out-of-home advertising.

Results

The campaign got the attention of the audience the results for July and August were fantastic.  Impressively, the campaign achieved record numbers in a record-breaking cold and wet winter, traditionally the quietest period of the year.  

Summit Realty had recorded the highest two months of appraisals, leads and listings in more than six years.  The August 2022 sales figures doubled those of the previous year, with 88.5% of all leads coming directly from the digital marketing campaign.  The positive results have continued through September and October and are flowing rapidly through the business. A new Strata Management campaign has launched, leveraging the same illustrated character style which is quickly building as a recognisable, distinctive brand asset for Summit Realty.

And, in the most tangible outcome of the campaign’s commercial return, Summit plans to open its next realty agency south of the river by the end of the year.