The South African real estate industry is saturated with competitors vying for attention – especially online. Traditionally, real estate marketing focus on listings and sales, overlooking the emotional aspect of property decisions. In this industry brand building is also often neglected – with realtors solely focusing on lead generation. We had to create a campaign concept that would appeal to the market on an emotional level while building and differentiating the Chas Everitt brand.
At the heart of the Chas Everitt GO brand campaign lies a powerful and emotionally resonant creative concept – the understanding that buying a home is not merely a transaction; it’s a profound journey of individuals realising their dreams. This concept was meticulously crafted to position Chas Everitt as a real estate company that comprehends the depth of this life-changing decision and is committed to being the trusted guide throughout this transformative process.
The concept goes beyond the mere exchange of property and money, delving into the aspirations, desires, and dreams of people. Chas Everitt acknowledges that a home is more than just a structure; it’s the canvas upon which individuals paint their life stories. By focusing on this human element, we set Chas Everitt apart in an industry often perceived as transactional.
Central to our creative concept is to convey that Chas Everitt is not just a real estate agency; it’s a partner in making dreams come true. Whether clients are taking the leap to a new neighbourhood, a different province, or relocating internationally, Chas Everitt is there to support them every step of the way. We amplify the message that we don’t just sell properties; we facilitate life-changing decisions.
Stratitude submitted this case study in the 2023 Globeys: https://youtu.be/7vQwQlvBV_c