PPB March 2017

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FEATURE | Top Promotions
Distributor | Jae Associates, Inc.
Type of client: Real estate brokerage
Target audience: Approximately
110,000 homeowners in the
Burlington, Ontario, area
Timing: The program ran in the
Burlington area from fall 2015
through the first half of 2016
Other media used: Direct mail,
billboards, bus shelters and
wrapped moving vehicles
Program’s primary objective: Increase
visibility and gain market share in a
region where the client had little to
no recognition and very few sales
Total cost (including promotional
products, media, printing, packaging,
etc.): The entire campaign was
approximately $90,000 with promotional
products being about 70 percent.
Strategy and execution: The client’s mission
is to make moving a celebration and help
homeowners sell their homes in record time
and move with ease. The company has the
knowledge and resources to sell homes quickly
and at a fair price. It entered the Burlington
market virtually unknown and wanted a direct-
mail campaign, and homeowner gifts and tools
that would show they were committed about
their deliverables and wanted to earn listings.
We reinvented an earlier memo board they had
previously done to make it more user-friendly
and included core values of the brokerage.
We also created a moving kit, a mini moving
box that included all the tools one would
need on moving day such as tape, zip knife,
etc. Then we printed actual moving boxes to
correspond with their transit and billboard ads.
To complete the sale, candy jars were given
to clients on moving day with custom candy.
The direct mail piece, moving kits, client gifts
and street ads delivered a powerful message:
“Pack Before You Call.”
Results: Data as of June 2016 showed this
brokerage firm as the leader in the Burlington/
Hamilton area in both sales volume and
number of transactions. Overall it achieved
410 transactions during the campaign period,
the most in the company’s history.
Consumer Programs
Jae Rang, MAS, of Jae
Associates, Ltd., on the
campaign’s results:
“We knew
Woolcott Realty
had captured
some of the
market share,
but they came
back to us and
said, ‘The results
are staggering.’
They went into
Burlington,
Ontario
as virtual
unknowns, and
they totally
dominated the
marketplace
[after this
promotion].
They shot up
in the Re/Max
market—I think
they were No.
4 in Canada—
and became the
No. 1 broker
in Burlington
within the year.”
Make A Date With A Pyramid
So you ran a campaign that looks like a winner? Enter
it and see! The competition opens May 30, 2017 and
closes July 14, 2017. All entry materials are due to
PPAI by July 28. $50 per entry (PPAI members only).
Get the details at
36 | MARCH 2017 |