ERA REAL ESTATE LAUNCHES "MOVE UP" CAMPAIGN
ERA Real Estate, part of Anywhere Real Estate Inc. (NYSE: HOUS), launched a new marketing campaign called 'It's time to move up' to strengthen its brand promise. The campaign, which began in November with a social-first approach, builds on ERA's 99% recommendation rating and focuses on community engagement through #MoveUpMoments.
The initiative comes amid significant growth, with year-over-year traffic to ERA.com up 131% and leads increasing 68% as of October 2024. The company has undergone strategic leadership changes, including Alex Vidal as brand president, who implemented new coaching programs and sales initiatives. Under new leadership, ERA University saw a 300% increase in engagement since February 2024, and the brand expanded into new markets including Fresno, Sacramento, Denver, and others.
ERA Real Estate, parte di Anywhere Real Estate Inc. (NYSE: HOUS), ha lanciato una nuova campagna di marketing chiamata 'È tempo di avanzare' per rafforzare la promessa del suo marchio. La campagna, iniziata a novembre con un approccio incentrato sui social, si basa sulla valutazione di raccomandazione del 99% di ERA e si concentra sul coinvolgimento della comunità attraverso #MoveUpMoments.
L'iniziativa arriva in un momento di significativa crescita, con un aumento del 131% nel traffico anno su anno a ERA.com e i contatti in aumento del 68% a partire da ottobre 2024. L'azienda ha subito cambiamenti strategici nella leadership, inclusa Alex Vidal come presidente del marchio, che ha implementato nuovi programmi di coaching e iniziative di vendita. Sotto la nuova leadership, ERA University ha registrato un incremento del 300% nel coinvolgimento da febbraio 2024, e il marchio si è espanso in nuovi mercati tra cui Fresno, Sacramento, Denver e altri.
ERA Real Estate, parte de Anywhere Real Estate Inc. (NYSE: HOUS), lanzó una nueva campaña de marketing llamada 'Es hora de avanzar' para fortalecer la promesa de su marca. La campaña, que comenzó en noviembre con un enfoque orientado a las redes sociales, se basa en la calificación de recomendación del 99% de ERA y se centra en la participación comunitaria a través de #MoveUpMoments.
La iniciativa llega en medio de un crecimiento significativo, con un aumento del 131% en el tráfico interanual a ERA.com y un incremento del 68% en los contactos a partir de octubre de 2024. La empresa ha experimentado cambios estratégicos en su liderazgo, incluyendo a Alex Vidal como presidente de la marca, quien implementó nuevos programas de capacitación e iniciativas de ventas. Bajo el nuevo liderazgo, ERA University vio un aumento del 300% en la participación desde febrero de 2024, y la marca se ha expandido a nuevos mercados como Fresno, Sacramento, Denver y otros.
ERA Real Estate는 Anywhere Real Estate Inc. (NYSE: HOUS)의 일부로, 브랜드 약속을 강화하기 위해 '이동할 시간입니다'라는 새로운 마케팅 캠페인을 시작했습니다. 이 캠페인은 소셜 미디어 중심의 접근 방식으로 11월에 시작되어 ERA의 99% 추천 등급을 기반으로 하며, #MoveUpMoments를 통해 지역 사회 참여에 중점을 두고 있습니다.
이번 이니셔티브는 ERA.com의 전년 대비 트래픽이 131% 증가한 가운데 이루어졌으며, 2024년 10월 현재 리드가 68% 증가했습니다. 회사는 Alex Vidal을 브랜드 사장으로 임명하면서 전략적 리더십 변화를 겪었으며, 그는 새로운 코칭 프로그램 및 세일즈 이니셔티브를 도입했습니다. 새로운 리더십 아래, ERA University는 2024년 2월 이후 300%의 참여 증가를 보였고, 브랜드는 Fresno, Sacramento, Denver 등 새로운 시장으로 확장했습니다.
ERA Real Estate, qui fait partie de Anywhere Real Estate Inc. (NYSE: HOUS), a lancé une nouvelle campagne de marketing intitulée 'Il est temps de passer à la vitesse supérieure' pour renforcer sa promesse de marque. La campagne, qui a débuté en novembre avec une approche axée sur les réseaux sociaux, s'appuie sur la note de recommandation de 99 % d'ERA et met l'accent sur l'engagement communautaire à travers #MoveUpMoments.
Cette initiative intervient dans un contexte de croissance significative, avec une augmentation de 131 % du trafic sur ERA.com par rapport à l'année précédente et une hausse de 68 % des leads depuis octobre 2024. L'entreprise a subi des changements stratégiques dans sa direction, Alex Vidal devenant président de la marque, ayant mis en œuvre de nouveaux programmes de coaching et initiatives de ventes. Sous cette nouvelle direction, l'ERA University a connu une augmentation de 300 % de l'engagement depuis février 2024, et la marque s'est étendue à de nouveaux marchés, y compris Fresno, Sacramento, Denver et d'autres.
ERA Real Estate, Teil von Anywhere Real Estate Inc. (NYSE: HOUS), hat eine neue Marketingkampagne mit dem Titel 'Es ist Zeit, aufzusteigen' gestartet, um das Markenversprechen zu stärken. Die Kampagne, die im November mit einem sozial fokussierten Ansatz begann, baut auf der Empfehlungsrate von 99% von ERA auf und legt den Schwerpunkt auf das Engagement der Gemeinschaft durch #MoveUpMoments.
Die Initiative kommt inmitten eines signifikanten Wachstums, mit einem Anstieg des Verkehrs auf ERA.com um 131% im Jahresvergleich und Leads, die bis Oktober 2024 um 68% zugenommen haben. Das Unternehmen hat strategische Veränderungen in der Führung durchlaufen, einschließlich Alex Vidal als Markenpräsident, der neue Coaching-Programme und Verkaufsinitiativen implementiert hat. Unter neuer Leitung verzeichnete die ERA University seit Februar 2024 einen Engagement-Anstieg um 300%, und die Marke expandierte in neue Märkte wie Fresno, Sacramento, Denver und andere.
- Website traffic increased 131% year-over-year
- Lead generation from ERA.com up 68%
- 300% increase in engagement with online learning resources
- 55% of ERA brokerages maintain 20+ years of brand loyalty
- Successful expansion into multiple new markets
- None.
After strategic reshaping of its leadership team and service offerings, the brand shows why "It's time to move up" to ERA
The campaign leveraged key findings from agents and consumer research and builds on the ERA® brand's
"This campaign highlights our commitment to innovation and growth and reinforces our dedication to supporting our agents and brokers," said Alex Vidal, president of ERA Real Estate. "This marks a new chapter in our journey as a brand, and we're excited about the role it will play as we continue our growth in the months and years ahead."
The campaign launched in November with a social-first campaign on Facebook, Instagram and LinkedIn with assets that can be deployed locally by ERA affiliated brokers and agents. Key elements of the campaign include a customized social collection with local brokerage DBAs or business names, as well as a call for user-generated content to create highly personalized content within the local communities by capturing "#MoveUpMoments" such as:
- Special Moments, including moving day excitement, first family dinners and pets enjoying their new backyard.
- Transformations like renovations, home staging and new décor.
- Creative strategies like buyer and/or seller success stories and exceptional or elevated service from agents.
The campaign launch is well-timed to take advantage of a heightened awareness of the ERA® brand. As of October 2024, year-over-year traffic to ERA.com is up
"By leveraging insights from our network and focusing on community engagement, we are poised to elevate the ERA® brand and provide unparalleled value to our clients," said Erin LeBan, senior director of field marketing for ERA Real Estate. "The ERA® brand has been moving up throughout 2024, and this new elevation of the meaning and relevance of the brand through messaging and imagery is truly connecting us to the consumer journey."
Leadership Changes Signal "It's time to move up" to ERA
The launch of this campaign comes amid a period of robust growth and transition for ERA Real Estate. When Alex Vidal was named the ERA brand president in June 2023, he immediately began working to strengthen its collaborative culture and boost overall pride in the brand. Vidal brought in Gino Caropreso, formerly with Corcoran Group LLC, as vice president of learning in 2024, and together they launched a live coaching program reaching over 4,000 ERA-affiliated brokers and agents; monthly sales rallies with guest speakers including top economists in the industry; and national Mastermind sessions to help affiliates grow their business.
Caropreso has revamped the brand's online learning offerings platform ERA University, leading to a nearly
Vidal also tapped into ERA Real Estate veteran Frank Malpica who took on the role of senior vice president of franchise development, mergers and acquisitions in early 2024, and has since led an effort to grow and expand the ERA brand's footprint in new and existing markets including
Further, David Marine, Chief Marketing Officer of Anywhere Franchise Brands came on to lead the ERA® brand's marketing efforts, with Erin LeBan as senior director of field marketing for ERA Real Estate. Leah Wright rounded out the team as director of brand marketing. These strategic changes have elevated the marketing approach and consumer messaging to bring meaning to the ERA® brand.
About ERA Real Estate
ERA® Real Estate knows that real estate is as local as it gets. We believe that our core business values of collaboration, innovation, diversity and growth are needed more than ever. As a global leader in the residential real estate industry for nearly 50 years, ERA features a powerful network of like-minded entrepreneurs supported by the brand's game-changing technology, products and powerful lead generation.
The ERA Real Estate network includes more than 43,000 affiliated brokers and independent sales associates and approximately 2,400 offices throughout
ERA Franchise Systems LLC (www.ERA.com) which operates the ERA Real Estate system, is a subsidiary of Anywhere Real Estate Inc. (NYSE: HOUS), a global provider of real estate services. ERA Real Estate information is available at www.ERA.com.
© 2024 ERA Franchise Systems LLC. All rights reserved. ERA® and the ERA Logo are registered service marks owned by ERA Franchise Systems LLC. ERA Franchise Systems LLC
Media Contacts:
Randi Rispoli
ERA Real Estate
973-407-5241
Randi.Rispoli@anywhere.re
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SOURCE ERA Real Estate
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