Fletchers
With a heritage of over 100 years, Fletchers is 4th generation, family owned, highly respected real estate brand.
Background
With a heritage of over 100 years, Fletchers is 4th generation, family owned, highly respected real estate brand. With a 27 office network, its natural heartland is in Melbourne’s east, where the brand enjoys a significant presence. Whilst brand recognition is very strong, the brand needed to connect with a new generation of potential vendors in these suburbs to ensure that Fletchers remain the leader in the east.
Strategy
For external audiences such as potential vendors & landlords in their established ‘heartland’, it’s driving them to reconsider any potential existing perceptions of Fletchers being a ‘heritage’ brand by creating a sense of energy and purpose around the brand. Positioning them as an agent that is clearly driven and motivated to get the best result for them. This is same message for those in locations where Fletchers have just arrived, and the brand is a fresh player.
Solution
The creation of a new campaign platform for Fletchers ‘#fletchersmoment’ that captures the emotion of the sales process when the hammer comes down with compelling shots of joy of our sellers – their own #fletchersmoment. Supporting this are headlines that have a more rational twist to highlight everything Fletchers have done to make that moment a possibility. As selling your home is such a big moment in anyone’s life, we have a strong call to action to ‘Make your moment count’ by appointing Fletchers. The campaign is live across all digital and social channels, in print, outdoor and throughout the office network.
