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Brand Strategy & Development | Marketing | Copywriting | Public Relations
Multi-Channel Marketing Campaign for LIV Sotheby's International Realty
Communicating "Luxury" as a Lifestyle, Rather Than a Price Point
Objective:
Increase LIV Sotheby's International Realty's Clientele in the Luxury and Affordable Market
While any affiliate of Sotheby's International Realty is automatically associated with luxury properties, notable clientele, and white-glove service, the brand does service all price points - and does so with the same industry-leading service and expertise one would expect from such an iconic brand.
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In order to increase the brokerage's market share in Colorado, it would need to increase not only its intake of luxury listings, but also listings from all price points in the market.
Strategy:
Redefine Luxury as a Lifestyle
The team at LIV Sotheby's International Realty infused the concept of luxury as an experience into its marketing approach. This lifestyle-focused messaging was distributed throughout all of the brand's marketing materials to showcase a new, more approachable side of LIV Sotheby's International Realty.
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Blog & Magazine Content
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Email Marketing
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Social Media
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Print & Digital Advertisements
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Postcards
Digital Banner Ad Sample
Newsletter Sample
Postcard Sample
Result:
Becoming the Leader in Colorado Real Estate
This creative approach was not only well-received by consumers, but earned LIV Sotheby's International Realty a nomination for Luxury Real Estate's Best Marketing Campaign award and positioned the brokerage to become the #1 real estate firm in Colorado by sales volume and the #1 most productive group in the country.