Case Study:
Barfoot & Thompson Grey Lynn
Industry: Professional Services
Services:
Website Design & Build, Digital Marketing
Keeping real estate real.
Barfoot and Thompson Grey Lynn sit at the heart of one of Auckland’s most sought-after inner suburbs. Like every Barfoot and Thompson branch, they live and breathe the values of a brand heritage that dates back almost 100 years ago.
But to help them stand out in a highly competitive local market, they also wanted to share their unique story. One that highlighted their close connection to the Grey Lynn community. As well as showcase their down-to-earth attitude, diverse team, supportive culture, and proven sales mentoring led by Andrew Cosgrave, Branch Manager.
WEBSITE DESIGN AND BUILD
Barfoot and Thompson’s existing corporate website provided generic details of the branch, but as a platform, it limited Grey Lynn's ability to share what made them and their location different. Right Hand Man provided the solution with a new website design and build.
A fresh modern design was key, as was the use of iconic Grey Lynn landmarks and visual elements the area is well known for – such as its funky street art.
To get across the ‘internal’ story – we conceptualised and produced a series of short videos. Not slick or 'salesy', but down-to-earth takes from Andrew and some of his team – authentic conversations that described what it was like being part of the Grey Lynn office.
CONTENT PLAN / CONTENT CREATION
Most real estate agencies (and agents) are active on social media, but the content they produce is typically about the houses they’ve sold or are currently selling. In small doses these ‘sales’ messages are okay, but people soon switch off when it’s all they see.
We wanted to turn the script around and formulate a social media plan focusing on content that provided valuable insights to potential buyers in the area.
We wanted to highlight the neighbourhood character (and characters). We wanted to go behind the scenes of an agent's typical work week – sharing the different aspects of marketing a home. And we wanted to tell stories about vendors and buyers - after all, the real estate industry is more about people than property!
With a clear content outline in place, the internal marketing coordinator and the wider team weren’t struggling with ‘what to post next?’ And over time, we believe this strategy will help position Barfoot and Thompson Grey Lynn as the suburb's most authentic real estate option.
Here’s what Andrew has to say about our Service:
"We were looking for something different, but within the company brand guidelines to tailor to the "inner city western fringe" that is Grey Lynn. Appealing to this clientele can be a challenge within existing company offerings and being respectful of the company brand guidelines. The RHM team came to the office to get a feel for the environment and our people and then set about creating a website with videos of staff, snapshots of local iconic buildings and spaces and local news articles. The result was a funky digital presence in our market that has attracted people to our office."
– Andrew Cosgrave, Barfoot & Thompson Grey Lynn
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