Raine and Horne

accurately displays the listing to targeted audiences through Instagram, Facebook and Google’s ad network, where they stand out. With 17 million Facebook users in Australia, 9 million on Instagram and 40,000 searches on Google a second globally, with Amplify, a Raine & Horne sale or property management listing reaches potential buyers and tenants like no other technology. In an exclusive interview with accounting publication IntheBlack, Angus Raine described Amplify, developed by Danish firm CCT Marketing, as “the tech star” of the group. “It is so well targeted that listings are getting as much as 17 times more exposure in front of prospective buyers and tenants. Raine & Horne claims twelve times the industry average click-through rates,” Angus said. “Selling homes is no longer about spraying and praying. We’re now doing 600 listings a month based on the platform’s intelligence. The average reading time is 2.5 minutes per listing, against an industry average of less than a minute,” he told IntheBlack. Our premises have evolved too In 1883, when Tom Raine and his business partner Joseph Horne opened their first office at 116 Elizabeth Street, Sydney (the current site of retailer David Jones’ flagship store), the simple space had no telephone (this didn’t arrive until 1891) and as was the style of the day, the office didn’t feature shopfront advertising. This wouldn’t arrive until 1915 when the firm relocated to 70 Pitt Street. Today Raine & Horne operates from a vibrant, open-plan working environment at 447 Kent Street Sydney, which the super brand purchased in 2018, the 135th year of its campaigns, and the network was quick to embrace digital technologies to help home buyers achieve their goals. Print media had long played a key role in real estate marketing, and in 1999 the Domain (property) section of Fairfax Group newspapers established an online presence. The network tapped into the possibilities that this presented, not just using colour photographs more prominently in sales campaigns, but also employing a mix of daytime, dusk, indoors and even elevated or aerial images to showcase each property. Today, home buyers increasingly browse the web and social media to view listed properties, and the ubiquitous smartphone has allowed home hunting to occur anywhere, anytime. The firm has harnessed the possibilities offered by online advertising to incorporate marketing tools such as floor plans, and virtual tours in online listings – innovations that would have amazed and delighted the firm’s founder Tom Raine. Always eager to innovate and set new benchmarks, the super brand continued to strengthen, adopting multi-media campaigns with exceptional market reach. The rebrand of Raine & Horne in 2013 for instance, saw the firm’s distinctive ampersand animated in a campaign focusing on trust, which spanned television advertisements, a dedicated URL and a YouTube channel. However, the true digital gamechanger for Australian property owners was Amplify, a Raine & Horne exclusive that launched in 2017. A powerful new technology, Amplify creates multiple ads for a property listing. Using artificial intelligence, Amplify then Selling homes is no longer about spraying and praying. We’re now doing 600 listings a month based on the platform’s intelligence. The average reading time is 2.5 minutes per listing, against an industry average of less than a minute Angus Raine 1983 Centenary Jingle We went to buy a homestead back in 1883, I can hear me father saying “Raine & Horne looked after me”. And now we’re in the eighties in another century, and the words are still the same, “Raine & Horne looked after me”. I can hear me father saying “Raine & Horne looked after me”. 100

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