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CASE STUDY

CLIENTBerkshire Hathaway HomeServices Real Estate Professionals

MARKETHome buyers and sellers in the mid-Willamette Valley, Oregon

PROGRAMCampaign to announce a name change

Print advertising supports a new brand launch.

When Salem-based Real Estate Professionals launched their brand as Berkshire Hathaway HomeServices, their goal was to grab regional attention fast.

SIAAGOLD.pngWhen transforming from affiliation with Prudential to being a chosen Berkshire Hathaway HomeServices partner, company leadership decided to invest in a regional print advertising campaign to get the word out.

An essential component was to follow the rigorous Berkshire Hathaway HomeServices brand standards while collaborating with local and regional newspapers. It was also vital we highlight the high quality of professionals still working in each community.

Three essential messages

To ease any possible concerns over being bought out or changing ownership, it was important to reinforce both the new brand and the connection to exceptional people who were already known and trusted. We developed three central themes and headlines:

  • Even better now, to highlight the strength of the Berkshire Hathaway brand and their new resources
  • Same exceptional people, to emphasize the effectiveness of the franchise’s team
  • Real time real estate, to introduce the new smartphone app 

These themes united newspaper ads, web banner ads, PowerPoint presentations, social media memes and cover images, and ad toppers to fit above Sunday full-color listing ads. An image of the Prudential sign fading behind the new Berkshire Hathway HomeServices sign reinforced the transition.

Working with the regional papers to create the highest reach and visibility possible for the budget, we wrote, designed and produced print advertising from full page and full-color ads to smaller ads and web banners, all in a cohesive series. The brief and powerful key messages grabbed attention and continued to repeat within the brokerage and in their seven offices from Salem and Stayton to Eugene and Roseburg, Oregon.

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Team excitement and community recognition

The campaign rallied staff and brokers in each office around the excitement of being part of a nationally recognized and highly respected brand. Community recognition quickly followed.

With new tools to market properties and a fresh brand presentation, Real Estate Professionals continues to grow, recruit new brokers and cement their position as a leading real estate brokerage in Oregon’s Willamette Valley.

Awards

The campaign captured a Gold in the SIAAwards for 2015

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Work

Holy smokes! 37 years of doing this and you can still knock the ball out of the park! Thanks for doing a great job helping our company let the public know of our conversion to Berkshire Hathaway HomeServices Real Estate Professionals!

Byron Hendricks, President and Principal Broker