Daniel Gale Sotheby's Salutes the Olympics With Gold Medal Worthy Marketing Campaign
Posted by Kathleen Caputi — August 21, 2012
Cold Spring Harbor, NY (August 20, 2012) - The London 2012 Olympics were the most-watched event in America. Ever. And Daniel Gale Sotheby's International Realty (DGSIR), one of the nation's leading realtors, recently implemented an atypical and extremely successful marketing campaign by riding the wave of enthusiasm that greeted the games, according to James P. Retz, SVP of Marketing and Technology at DGSIR.
When the marketing program, which included postcards, e-cards and ad slicks was presented to the organization's management team, the response was immediate. "Our marketing department had come up with astounding images and copy. We got tremendous play and the feedback was overwhelmingly positive," said Retz. "Close to 200 of our sales associates jumped on the campaign using one or more of the components in their e-marketing efforts, and our offices used the creative for full-page ad slicks that ran in the New York Post and a number of our local community newspapers." Several DGSIR offices did market-wide mailings using the Olympic creative as well and an e-postcard was sent to all 600 Sotheby's International Realty offices worldwide.
"We knew the Olympics were going to be big this summer. In addition to our day-to-day focus on traditional property marketing, we wanted a campaign that captured the feel good enthusiasm of the games to just stay in touch. This approach galvanized our sales team to reach out to their important contacts," explained Retz. "We supported the campaign with complementary images on Danielgale.com and on our Facebook page and even embedded a link to the Olympics schedule in our e-marketing pieces."
"That the campaign was not about buying or selling real estate gave it tremendous traction. It proved to be a terrific way to stay in touch with people and share the enthusiasm of a thrilling positive event linking the world this summer. Our agents loved it, and so did our clients and customers.
"We weren't sure what the agent reaction would be because it wasn't about selling themselves or a property. But they embraced it for what it was. They wanted to share it because it was cool and captured the spirit and imagination of the Olympics."
Retz says that his department's goal is to develop a marketing campaign of this type keyed to capture its audience's imagination every quarter.
About Daniel Gale Sotheby’s International Realty
Founded in 1922, Daniel Gale Sotheby's International Realty consistently leads the nation in achieving one of the highest average sales prices in the country. Voted Best Residential Real Estate Company in the Long Island Business News and Long Island Press annual readership polls, Daniel Gale Sotheby's is a $1.6 billion dollar plus organization with close to 600 sales associates in 21 sales offices spanning Long Island. Services include a Relocation Division, an award-winning Marketing & Technology Department, Commercial and Rental Divisions; Ambassador Abstract title company, and a Wells Fargo Home Mortgage affiliation. The Sotheby's International Realty affiliate for Long Island's North Shore since 1976, DGSIR has gained national and international recognition, including top honors worldwide.
Daniel Gale Sotheby's International Realty is on the Regents Board of "Who's Who in Luxury Real Estate," a global network of leading real estate companies and active in both Real Trends and The Realty Alliance (some of the real estate industry's most influential companies with participation "by invitation only"). More information may be obtained at www.danielgale.com.