RISMedia's Real Estate Magazine

SEP 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1017650

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52 September 2018 RISMedia's REAL ESTATE from the sellers, each video goes far deeper than what you'd expect to find on a property microsite or un- cover through the MLS. "This series is a visual representa- tion of the real-life magic at work to transform a spectacular house into an unforgettable home," says Wendy Durand, director of Global Marketing at Berkshire Hathaway HomeSer- vices. "These are real sellers speak- ing candidly into the camera about why their homes are so special." In addition to producing videos with WSJ. Custom Studios, Berk- shire Hathaway HomeServices also brought on VaynerMedia as its agen- cy of record to reinvigorate brand ad- vertising across social media, voice, streaming and new media platforms. Ads for television, a medium in arguable decline, were replaced by highly-targeted Facebook, Instagram, YouTube and Pinterest content as part of a new marketing campaign, #GoodToAsk. "Longevity, one of our core values, doesn't just mean long-lasting," says Stuart. "It also means being smart about the iterative ways in which we evolve our strategies to stay ahead of trends and capitalize on new tech- nology. It's a real balancing act when you step back and think about it: To sustain long-term success, you must have one watchful eye on the future and one eye on the now." The synergy of a longevity-focused brand like Berkshire Hathaway Ho- meServices and the hustle-centric VaynerMedia was immediately rec- ognized by VaynerMedia Co-founder and Chief Executive Officer Gary Vaynerchuk. "I'm thrilled that Vayner- Media is working with Berkshire Ha- thaway HomeServices," he says. "In our first meetings, it was immediately obvious to me that our organizations were a DNA match. I'm proud of the steps they are taking to unlock the power of digital, and excited for all of the important work ahead of us." Of course, as Vaynerchuk alludes, there's more progress to be made to achieve the digital domination Berk- shire Hathaway HomeServices seeks, but a lot has already been done. In- cluded in #GoodToAsk: docu-style videos to inspire sellers and buyers to shift from making do to making it happen. Additionally, the brand put together thumb-stopping vignettes— snackable, smart content sent to millions of potential clients. And as #GoodToAsk proved, a suc- cessful ad campaign isn't just about "To sustain long-term success, you must have one watchful eye on the future and one eye on the now." – CHRIS STUART Chief Operating Officer Berkshire Hathaway HomeServices

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