Berkshire Hathaway HomeServices Georgia Properties Wins MAX Award For Iconic Luxury Marketing Campaign
Posted by Tony Floyd — March 6, 2017
ATLANTA, GA – Berkshire Hathaway HomeServices Georgia Properties is proud to announce the selection of the company’s Luxury Collection marketing campaign for the prestigious 2017 MAX Award (Marketing for Excellence Award) by Georgia State University's Robinson College of Business and the Atlanta Business Chronicle. The MAX Awards were held at the Georgia Aquarium on Thursday, February 23rd with over 200 people in attendance.
The MAX Awards began in 1992 to recognize companies for their marketing innovation, outstanding marketing support and marketplace success. Each year, the nominations are evaluated by the Georgia State University Marketing Roundtable which is a “who’s who” list of marketing leaders in Metro Atlanta. Past winners include the Coca-Cola Company, Georgia-Pacific, UPS, Equifax, Delta Air Lines, The Home Depot, the Atlanta Falcons, and the Atlanta Braves. No real estate company has ever been nominated or won this award.
"We are honored to be the first real estate company to ever receive the prestigious MAX Award, said Dan Forsman, President & CEO of Berkshire Hathaway HomeServices Georgia Properties. Our goal was to redefine the luxury real estate experience with a new level of marketing and innovation. The MAX Award validates our journey and energizes us to raise the bar even higher. Our Luxury Collection team and our amazing Luxury Collection associates are truly beginning a new era for luxury real estate.”
The multi-phased campaign was developed in collaboration with the Savannah College of Art and Design (SCAD) and renowned architect, Bill Harrison. The iconic lady image used in the first stages of the campaign was reminiscent of a classic Audrey Hepburn or Jackie Onassis look and created an emotional connection to luxury consumers and luxury agents. This aspirational and inspirational approach was a complete departure from traditional real estate marketing. The company creatively used their high-impact digital billboard network to show the iconic lady with glasses on in the day and glasses off at night. Other elements of the campaign included storytelling, luxury personas and the use of the 5 senses in luxury materials and the luxury property showing experience. The innovative designs and the effective use of print, digital and social marketing were very successful in generating recognition and results. In 2016, Trendgraphix reports that Berkshire Hathaway HomeServices Georgia Properties had the highest growth in luxury listings, closed units and closed volume.
About Berkshire Hathaway HomeServices Georgia Properties
Berkshire Hathaway HomeServices Georgia Properties has over 1,550 associates and 22 offices across the Greater Metro Atlanta area. Led by president and CEO, Dan Forsman, the organization offers a full suite of real estate services including residential real estate, luxury real estate, new homes services, condo/ high-rise services, commercial real estate, corporate relocation, property management, mortgage lending, title and settlement services, home warranties and insurance. Berkshire Hathaway HomeServices Georgia Properties is an independently operated subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and a franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. Visit http://www.BHHSGA.com.