Baird & Warner has unveiled an unconventional ad campaign that addresses theresidential sales market head-on and encourages consumers to see the possibilities of how homeownership can lead to a more fulfilling life.
The new ad campaign represents an effort to reinvigorate the market for residential sales by using a set of aspirational statements that reframe the home buying and selling conversation in a more consumer-centric and positive light.
“Real estate is more than just the home you live in – it’s the life you get out of it,” said Steve Baird, president and CEO of Baird & Warner, in making the announcement. “To our sales team, that statement represents much more than just a tagline – it’s a fundamental recognition that our service offering is as individual as our clients
themselves. We all know that homeownership is far more than just four walls and a roof, and we needed a campaign to help us better capture that essence, and in the process more effectively represent our brand to the marketplace.”
“Candidly, when we took a hard look at the current state of real estate marketing, including our own efforts, we saw a virtual sea of sameness,” said Jennifer Alter Warden, president of Baird & Warner Residential Sales. “We knew that we needed something to break the cycle, and that the time had come for a game-changing approach that addressed consumers’ current needs. Just as when Baird & Warner pioneered online residential marketing in the mid-’90s or led the way more recently with a comprehensive mobile marketing strategy, we felt that we needed to once again evolve our approach, just as homebuyers have.”
To maximize the impact of the new campaign, launching just in time for the spring market, Baird & Warner is utilizing both traditional and nontraditional media throughout northeastern Illinois. The centerpiece of this multichannel promotional strategy is an aggressive and targeted media buy featuring Metra station posters, highway billboards and outdoor displays exposing the new messages to millions of consumers across the city and suburbs. In addition, a robust mix of online and select print advertising will complement Baird & Warner’s marketing materials, which will enable the firm’s sales associates to take the campaign directly to their clients.