Providing an exceptional overall customer experience is important in any industry. It is the sum of all touch points a customer has with the company, including initial awareness, interaction with the brand—whether it is online or in-person—and ultimately, the use of the product or service. In the real estate industry, it’s even more critical because agents rely heavily on word-of-mouth. According to the National Association of REALTORS®, 52 percent of buyers find their real estate professional through a referral or have worked with them in the past.
Better Homes and Gardens® Real Estate understands that a customer’s journey extends beyond the basic transaction of home buying and selling. For this reason, they have heavily invested in technology, tools and content to help network members go above and beyond to meet the needs of their customers and build long-lasting relationships.
To this end, BHGRE® affiliated sales associates are set up to be problem solvers, whether it’s finding the right community information, providing advice on the home-buying and -selling process, or providing tips on how to make a house a home after their client has moved in.
To help communicate this point of differentiation, the brand has unveiled a new, customer-facing marketing campaign titled Expect BetterSM. This campaign is centered on imagery and messaging that takes people beyond the transaction, giving a glimpse of the life people live in their homes.
“We are the only real estate brand that can capitalize on the heritage, legacy and integrity of the Better Homes and Gardens brand name, which makes us relevant 365 days a year,” says Jennifer Marchetti, CMO, Better Homes and Gardens Real Estate LLC. “Because of this unique positioning, consumers can expect that the service experience with our affiliated sales associates will not only be grounded in real estate excellence, but will also empower the consumer to make the most of their passion for their home through lifestyle advice and content.”
The brand has rolled out a series of assets for brokers and agents to leverage the messaging locally in their market that includes television and radio commercials, billboards, print ads, social media assets, online banners and digital and print direct marketing materials. To complement these materials, an original supporting lifestyle photo library that emits warmth and diversity is available to all network members.
“The goal of our affiliates is to help consumers live their best lives in their homes,” says Marchetti. “This campaign is another tool our network can leverage to demonstrate that mantra before becoming the trusted advisor to their clients.”
For more information, visit www.BHGRE.com.
