Orlando Regional REALTOR® Association
About the Client
OrlandoRealtors.com is powered by the Orlando Regional REALTOR®Association (ORRA), one of the largest trade associations in the state of Florida. The organization is comprised of REALTORS® involved in all aspects of buying and selling both commercial and residential real estate, property management, appraisal and sales.
ORRA came to Appleton with the goal of influencing and educating audiences on the values a REALTOR® bring, while also increasing brand awareness. After initial fact-finding and research, we recognized the need for multiple campaigns to target each of ORRA’s target audience segments. As strategists and creative experts, we created a widespread multimedia campaign across Central Florida that targeted each audience segment that would use clever concepts to convey ORRA’s message.
- Landing pages
- Print ads
- Digital banner ads
- Media buying
- Social media marketing
- Radio ads
- Digital marketing
ORRA had an annual revenue of $7.7 million in 2016.
ORRA has more than 12,000 active members throughout Central Florida.
Renting is So Overrated
For the renters who would become “first-time home buyers,” we used clever concepts that played on common roommate issues, and we specifically utilized digital and social marketing as one of the main platforms to reach this audience.
You’re Gonna Need a Bigger House
For “up-sizers,” or growing families who need more space, we used creative messaging (and cute dogs) to tell them that they need more room to grow (and play). This audience was also well-suited for digital ads, which were placed on local high-profile websites.
The Market is Hot, Hot, Hot
Video is an integral part of social marketing that garners better results. For ORRA’s campaigns, we conceptualized, produced and developed numerous short videos made specifically for the immediacy of social media, including one for the “sellers” market, or homeowners looking to sell their home while the market is hot.
The total reach of the initial campaign was 50,198,283.
Through the initial campaign, we saw a 104.4% increase in unique users and a 106.1% increase in page sessions.
You're Not Dreaming
Where does finding your dream home start? With a REALTOR®, of course. This playful concept appeals to the “buyers” segment who are looking for the perfect home, no matter what or where it is. The messaging conveys that a REALTOR® is the best way to find a home better than they could have imagined.
Cut the Commute
For all the “commuters” out there who are sick and tired of sitting in traffic, this one’s for you. This campaign feels for these traffic-goers and encourages them to live closer to where they work and play. What better way to feel their pain than with radio spots for the ride and billboards along major congestion areas?