IN NEW YORK, REAL ESTATE IS A BLOOD SPORT.
When Douglas Elliman came to us for guidance, we created a new logo, visual identity, brand campaign and point of view that helped them become the dominant force in the region. They succeeded by embracing a thoughtful and on-point dialogue with consumers – Ask Elliman – at a time when the proliferation of apps and online infor- mation disrupted everything about buying and selling homes. Then we helped Elliman go national by extending the vision and message to key locales for their customer type — Miami, Aspen, and LA.
ADVERTISING AND BLOG.
REACHING THE WEALTHY THROUGH THEIR PASSIONS.
Sponsorship marketing has become an essential part of the marketing mix for many luxury brands. Think of the presence of Rolex at Formula One, American Express at the US Open and all the brands very visibly associated with PGA, European and Asian Tour stops. Great exposure tied into the target consumer passion area. A perfecta. But how does a smaller brand with smaller budgets get into the game? For Douglas Elliman, Affluency worked closely with Madison Square Garden to carve out the most attractive and most-targeted piece of real estate at New York Knicks games – Celebrity row. For every home game at the world’s most famous arena Douglas Elliman has a robust package of complimentary assets designed to put the brand in front of wealthy celebrities, visiting players and 30,000 season ticket holders whose investment ranges from $10,000 – $400,000 per year. We call this a slam dunk.
DRIVING CREDIBILITY AND CONNECTION THROUGH CONTENT.
How does a service company that only touches its customers once every several years keep relevant so that when the consumer is in the category they are top of mind? There is no single answer but there are elements that are foundational to achieving that strategy. One of those essential elements for Douglas Elliman, New York’s largest residential real estate firm, is Elliman, a lifestyle magazine for which we have contrib- uted design and managed content strategy and execution. We’ve identified, briefed, supervised and edited dozens of contributing writers and photographers to produce a 250 page publication with relevant and beautifully executed editorial product driving connection within the neighborhoods that Elliman conducts its ever growing business.