Using San Diego as a test market, our task was to educate home sellers on the many advantages of selling their homes utilizing an online auction platform. The assignment came with many challenges to overcome. The brand had very little to no awareness, and the negative perception of “auction” contributed to home sellers’ unease with selling real estate online.
At a time when home sales were flat, Auction.com guaranteed to sell your home in 90 days for a 1% fee. With a website attracting millions of prospective buyers, a proprietary online auction platform delivering a seamless, secure user experience, and a company guarantee to sell your home faster—and to sell it for more at lower fees—we positioned Auction.com as a better way to sell residential real estate.
This San Diego market pilot rollout was deemed a success, but ultimately short-term efforts were focused elsewhere.
Positioning, Brand Development, Strategic Planning, Website & Microsite Development, Video, Email, Direct Mail, Print, TV, Radio, Online Advertising, Collateral, Street Teams, Social Media, PR, Outdoor
We want to change the way people buy and sell real estate.
—Jeff Frieden, CEO
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