COLDWELL BANKER REALTY | LAKEWOOD, TX ADS
The Ask: Coldwell Banker Realty (CBR) faced stiff competition in the exclusive Lakewood, Texas neighborhood. They needed a campaign to distinguish their Lakewood Office agents as the premier choice for home sellers and buyers in this competitive market.
Campaign Development:
Unique positioning strategy — I crafted copy that positioned CBR Lakewood agents as not just real estate professionals, but as residents and local experts deeply rooted in the Lakewood community. This approach was designed to resonate on a personal level with potential clients, showcasing agents as neighbors who truly understand the unique appeal and intricacies of Lakewood.
Emotional and community-centric copy — The copy I developed emphasized the emotional connection the agents have with Lakewood, painting them as integral parts of the local fabric. This strategy was aimed at creating a sense of trust and community, rather than focusing solely on transactional aspects of real estate.
Impact:
Client approval: The campaign was met with high praise from the CBR team, who commended the emotional depth and local authenticity of the copy. They noted its potential to resonate strongly with the Lakewood community.
Market response: Post-launch, the campaign saw a significant increase in inquiries to the Lakewood Office, with a 12% increase in listing queries and a 15% rise in buyer consultations within the first month.
Brand perception: There was a noticeable shift in community perception of CBR Lakewood agents, evidenced by a 15% increase in social media engagement and positive feedback, highlighting the agents' local expertise and community involvement.
This campaign underscores my ability to not only understand and address specific market challenges but also to create emotionally resonant and community-focused copy that elevates brand perception and drives tangible results.
