National real estate brand The Agency has launched a sustainability marketing initiative in a move that sees the listed company use its unique model to respond to calls from property partners and consumers to be more environmentally conscious.
The program which has been close to 12 months in the making was put together by The Agency’s marketing team including Senior Designer Bec Brown and Head of Marketing Heather Hawkins.
“We are seeing a new generation of property buyers and sellers who care about the community they live in,” Bec Brown said.
“They believe in corporate responsibility, the environment and are interested in the values that the real estate brand that they choose to work with follows.”
The Agency Head of Marketing Heather Hawkins developed a concept for a first in class digital brochure as part of the sustainability initiative.
“We have developed the first end to end marketing solution in Australian real estate with digital real estate magazine company Remag and social media experts SocialMAX.
“I saw a gap in the market for a beautiful and highly functional digital brochure which includes social media targeting as well as the ability to check in at open homes right through to social media advertising.
“It allows our property partners greater buyer insights and engagement and also the ability to build market intelligence through AI technology. The Agency is the first company to use this product.”
Ms Brown said The Agency also reviewed its full marketing colleterial from suppliers right through to design.
“We wanted to ensure that we are making informed decisions,” she said. “It’s important from a brand perspective to lead our teams down the right path in regard to marketing colleterial and that path is for a sustainable or digital product.”
Ms Hawkins said The Agency has developed the right mix of colleterial for their property partners and portfolio partners to conform to Australia wide.
“As a national brand with a unique model we are able to use our size to an advantage in economy of scale. We have eliminated some of the outdated practices and coatings which are harmful to the environment as well as the number of suppliers that we use. This means that we are able to have a policy where we only use recycled materials.
“We wanted to our team to still have the same luxury products, quality and feel that they loved about The Agency all while ensuring that we met our own high expectations that were set in regard to sustainability.”
The Agency COO Andrew Jensen said it was important to provide agents with the best products.
“As a business we are always looking at ways to evolve and ensure our national team is supported with new and exciting technology,” he said.
“As a digitally focused brand we work hard to stay on top of what consumers are seeking and our sustainability initiative is a great example of this.
“Our marketing team has worked tirelessly to develop a brand new way for real estate agents to work with buyers and sellers and the feedback so far has been overwhelmingly positive.
“We have an exciting future at The Agency and our team recognise our point of difference which will continue to evolve with trends and client expectations.”
