StreetCity is the creation of two influential and well-respected real estate agents with a deep history in London real estate. With a successful flagship London/St. Thomas brokerage the opportunity was to recruit additional real estate agents to the team. StreetCity is all about people, not numbers, so central to positioning opportunity was to find a way to create a personal connection with potential candidates.
StreetCity’s high touch, education-based philosophy was the foundation for positioning them as a place where agents get better at what they do. With this in mind, based on a rapid research and discovery process, a campaign position, audience personas and targeted messaging was developed. Key to the messaging was a pivot from the traditional ‘face on a bus bench approach’ common in real estate advertising. Messaging included statement-driven, testimonial-style language that established a genuine and compelling human voice. New photography and design refreshed the existing StreetCity brand while staying faithful to its essence. An integrated campaign including digital, outdoor, print and public relations drove prospective agents to a landing page built with one outcome in mind: lead generation that culminated in a personal conversation between the prospect and the StreetCity team.
Working with the sagecomm team helped us establish a truly differentiated market position and value proposition for realtor recruitment. We’re not a traditional brokerage, and with sagecomm, our marketing reflects that.
A variety of remarkable mass media, digital advertising and social media assets, that were simple, engaging and non-traditional, delivered a narrative that spoke directly to the needs and challenges of industry professionals.