Surdo Prop.

Objectives

1. Revolutionise real estate marketing
2. Increase engagement with bold and creative OOH (Out-Of-Home) advertising
3. Celebrate the heritage and unique aspects of properties

The Challenge

Revolutionise Real Estate Marketing: Traditional for sale and sold signs are boring and stale. We needed to convert these signs into engaging OOH billboards that celebrate the homes themselves rather than just the agents.

What We Discovered

Through our collaboration with Surdo Prop, we found:

• Stale Marketing Tactics: Real estate marketing was overly focused on the agents rather than the properties.
• Underutilised Heritage Aspect: The unique heritage and allure of properties were not being highlighted effectively.
• Lack of Engagement: Traditional signs failed to capture the interest and imagination of potential buyers.

The Idea

Convert "For Sale" & "Sold" Signs into OOH Billboards:

• Use bold, creative, and catchy copy to replace the traditional, boring approach.
• Focus on the unique aspects of the properties, paying homage to the homes themselves.

The Execution

1. Brand Narrative Overhaul:
   • Restructured and created a brand new narrative for Surdo Prop.
   • Moved away from traditional real estate messaging to strong creativity and differentiation.
   • Ensured a clear distinction in messaging for buyers and sellers, emphasising that "Every House Has a Voice."
2. Creative Copywriting:
   • Developed bold and engaging copy that celebrates the heritage and allure of the properties.
   • Replaced the typical agent-centric approach with a focus on the home’s story.
3. Integrated Marketing Approach:
   • Applied the new narrative across social media channels, personal brand channels, website, traditional marketing, and customer engagement.
   • Personified elements of homes to align with the new narrative and positioning.
4. Innovative Marketing Boards:
   • Designed eye-catching marketing boards that highlight the unique aspects of each property.
   • Included a small “SOLD” caption to subtly inform about the sale while keeping the focus on the property.

The Results

Transformed Sales: R20,000,000 in property sales over 4 months since the campaign began.‍

Increased Engagement: The creative and bold OOH campaign captured the attention of passersby and potential buyers.‍

Enhanced Property Focus: Shifted the narrative from agent-centric to property-centric, celebrating the unique aspects of each home.‍

Brand Differentiation: Positioned Surdo Prop as an innovative and creative player in the real estate market.

“Working with by COB was a game-changer for our brand strategy.” - Gabriel Da Matta, Founder and CEO

Conclusion

Our "Every House Has a Voice" campaign with Surdo Prop transformed traditional real estate marketing by celebrating the unique stories of the homes themselves. By shifting the focus from agents to properties, we created a more engaging and memorable marketing approach.