Case Study: Austin Board of REALTORS®
If you live in Central Texas, you know the real estate market here is unique. The population boom of the past decade (and yes, breakfast tacos) has made Austin a highly desirable place to live. Consequently, inventory is tight and homebuyers don’t have time to waste. That’s where the Austin Board of REALTORS® (ABoR) steps in. They help Central Texans, new and old, understand the value a REALTOR® can bring to this fast-paced environment. So when ABoR needed a fresh new message to tell their story, they came to us to build it and give it a home.
First we heard from ABoR members (REALTORS®) and confirmed our hunch: currently the biggest competitor in the market is technology. While it’s great for communication, it can be a challenge for users with sites like Zillow and Trulia not having up-to-date information. To take the tech to task, we developed the 2016 campaign tagline, “There’s a REALTOR® for that”, emphasizing the human touch required in buying a home and that there are still things apps just can’t do.
Visually, we captured the highs and lows of real estate through candid portraits that show the many faces of the buying and selling process. Whatever the face, a REALTOR® has been there to see it, guiding buyers and sellers to make confident choices.
The home base of the campaign is an information-focused, consumer education-based website, realtorforthat.com.
“Creative Suitcase was able to combine the data and knowledge our members possess and translate it into a memorable campaign educating the population of Central Texas and more importantly, underscoring the need to work with a REALTOR® to be successful in this market. “
-Emily Chenevert, ABoR Operations Director
The website and campaign focuses on the insights and tools only a REALTOR® can provide, in addition to highlighting their connection to local communities, advocacy work, up-to-date market stats, and of course, understanding your property taxes. These are hyper-local tools only REALTORS® can provide that can’t be gleaned from an outdated blog post, or a regional app.
The campaign’s unique visual storytelling was designed by Creative Suitcase.
“Home-buying is an undertaking millions relate to, with situations only REALTORS® see everyday. By putting a face to these moments, we connect ABoR’s target audience with a shared experience, bringing levity into a stressful situation, and letting Central Texans know REALTORS® are there to take that stress away.”
-Gardiner Rhoderick, Creative Suitcase Creative Director
As always, great work comes from great clients and we can’t thank the team at ABOR enough. The 2016 campaign is supported by digital and print media currently running in the Central Texas area. Creative Suitcase looks forward to supporting ABoR and their members as they continue to educate the Central Texas market on why there is always a REALTOR® for that.