Truth was tasked with the creation of a comprehensive marketing and communications campaign to engage and educate buyers, sellers and brokers of luxury real estate on the benefits of the online auction model. One significant challenge: In real estate, the word “auction” was often perceived as a negative.
Whether it’s rare cars, vintage guitars or one-of-a-kind works of art, items of distinction are always sold at auction. Once we uncovered this truth, we successfully leveraged it to persuade buyers, sellers and brokers in luxury residential real estate to think of Auction.com as a first alternative, not a last alternative.
Our work met the client’s objective of wanting to change the way people think about buying and selling real estate. Auction.com became the nation’s leading online real estate marketplace, an innovative platform that has sold more than $32 billion of property.