IN MARKETING In the last edition of Inside Harcourts I wrote that the best marketing strategy you could implement was to ‘care’. I’m not here to backflip on that – if anything, I’m doing metaphorical cartwheels because we have just launched our new brand position – We Make It Possible. What’s the connection between ‘care’ and ‘We Make It Possible’ you ask? Well, it’s simple. ‘Care’ as it’s defined is to feel concern or interest; attach importance to something. It evokes a sense of prioritisation, concern, being engaged and showing or delivering on this in a way that’s meaningful for others. ‘We Make It Possible’ as our brand position has universal appeal (think sellers, buyers, landlords etc, but also recruitment), is clear and easy to understand and unlike other real estate brands, taps into the emotional not functional needs or wants of our customers. But more than that and specifically why it can’t be copied is this - its authentically Harcourts because is linked to our vision (‘the finest experience in real estate’), purpose (‘to help others achieve success’) and values, none of which can be copied. In our world, ‘care’ is entrenched in how we do business. We put people first, always look to be courageous whilst doing the right thing and having some fun and laughter in the right way. ‘We Make it Possible’ is a brand position that provides us with the platform that captures the essence of who we are and how we see and do things when it comes to providing solutions to help others achieve success. It’s about the hope, the opportunity, the possibility in every situation, every scenario that we find ourselves in when it comes to helping someone with their real estate needs. There is simply no one who will work harder to ensure that those that we work with will not only have the finest experience, but also achieve success. If you’ve attended one of the HX events across South Africa, New Zealand or Australia, you’ll have seen the launch live and have an appreciation for why this, with your help, can be a game-changer for our brands (and yes, that includes Nutrien Harcourts, NAI Harcourts and Mortgage Express). Across NZ, Australia and South Africa, We Make It Possible has now been rolled out locally in country. For other parts of the Harcourts network who may not have seen it yet, never fear, it’s on it way to you – reach out to local Country Management who will be able to update you directly on when you can expect it. With time moving quickly, the rubber now hits the road in terms of this new brand position having a game-changing impact and this is my call to arms to you, to help us. We need you to stand alongside 16 INSIDE Harcourts IT’S TIME TO BE EVERYONE’S #1 BRAND CHOICE
RkJQdWJsaXNoZXIy MTI3ODI1