WATSON REALTY CORP.

Despite the many challenges of 2020, the real estate industry experienced one of the most vigorous sellers’ markets in years. Watson Realty sought to stand out from its competitors, build trust in their brand and inspire more home sellers to list with their REALTORS^®. They wanted to focus not only on their company’s expertise in the industry, but also on the enhanced safety practices they implemented during COVID-19. The company’s goal was to build brand recognition, increase activity on a new web page specially dedicated to sellers’ needs and ultimately, to increase sales volume overall.

Daigle Creative designed a new creative advertising campaign with messaging that reflected Watson Realty’s goals, then developed a robust statewide media strategy, based heavily on research of the advertising and real estate trends amidst COVID-19. The media plan incorporated a layered blend of television, digital media and social media, with added-value opportunities – such as free HGTV sponsorships – which bolstered their investment. The agency also incorporated public relations opportunities that showcased Watson Realty’s leadership as experts in the real estate arena.

In less than eight months, the campaign built brand awareness with more than 43 million digital impressions and 3.3 million thirty-second network, cable and OTT commercials statewide. These efforts drove more than 53,000 potential sellers to the new seller landing page established at the outset of the campaign as well as increasing visits to the company’s main site. Company leadership feels the campaign contributed to their exponential increase year-over-year home sales revenue.