Building a ‘Better’ Real Estate Brand23 Nov, 2009 By: Thomas Haire Response
Sherry Chris and Camilla Sullivan use direct response methods to launch Better Homes and Gardens Real Estate to the top of the market.
Lessons Lead to Strong Partners
With direct response across all media serving the Better Homes and Gardens Real Estate team as they not only build their base of agents but also of customers, past experiences using DR have helped both Chris and Sullivan during the creation of this new brand.
Sullivan shares a story about a DR campaign that “didn’t go well.” She says, “It’s a funny story, about the launch of a consumer PC product that was distributed through retail. We made a significant DR push for it. At the time, it was the most sophisticated, highly advanced, feature-rich PC you could buy. One problem: it was so large that, inside its packaging, it would not fit through a car door! The lesson was don’t get so carried away with product development that you miss something so obviously troubling for a consumer.”