Raine and Horne

Guiding the Super Brand Into a New Century vendors & buyers; agents & vendors; agents & buyers, and of course, the closely intertwined relationship between franchisees and the broader group.” Revamping the commercial brand Following the success of the major brand evolution in 2011, Raine & Horne Commercial enjoyed a brand rejuvenation two years later in 2013. Having proved a vital cog in Australia’s competitive commercial property market since its launch in 1984, the rebrand gave the commercial arm of the firm a flexible, sophisticated and contemporary identity. While clearly identifiable as part of the broader group, Raine & Horne Commercial carries its own characteristics, ensuring it is highly distinguishable. Today, the Commercial brand presents with a unique curve, and a striking contrast of yellow and black, rather than the gold and charcoal of the residential brand. In such a fast-paced environment, just keeping up is not enough. Staying ahead of the game has underpinned Raine & Horne’s outlook for over a century Above: In 2010, Raine & Horne collaborated with OnRequest, transforming property inspections through cutting-edge 3D camera tech, enticing buyers to virtual tours and selling properties faster. Left: Raine & Home dominates corporate image standards in 1999, setting the benchmark. Always at the forefront of digital growth With most Australians now interacting online with mobile devices, the Raine & Horne website needed a mobile-first design to meet a growing online audience. So, in 2015 rh.com.au was launched, with a mobile- first design to meet the needs of the brand’s burgeoning online audience and deliver significantly increased flexibility for agents. With a growing demand for video as an online communication tool, the site also produced several targeted videos hosted by Better Homes & Gardens’ Peter Colquhoun. The clips were designed to attract homebuyers, sellers, commercial and residential investors, tenants, and prospective business partners. It was critical for the new website to offer full functionality to franchisees. And as such, rh.com.au allows every office in Australia to customise the look and feel of their office site using home page icons and modules. Sales agents and property managers have their own unique profile page too, which includes current listings and sales, their bios, client testimonials, social media links and even individual blogs. Riding the SEO wave of success during a pandemic During the COVID lockdowns of 2021, Raine & Horne took on 22 new offices, and in April 2022, the group reported a 26 percent increase in organic search engine traffic to the company’s website during the course of the previous 12 months. Angus Raine said COVID lockdowns had helped the company drill down on strategic improvements. 88

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