NEW YORK: Better Homes and Gardens Real Estate selected Kwittken & Co. (KCO) as its AOR, focusing on raising the brand's profile with consumer and b-t-o-b audiences.
The residential real estate company, which operates brokerage franchises in the US and internationally, is seeking to expand its public and real estate industry profile as it moves beyond its launch phase, said Camilla Sullivan, SVP of marketing at Better Homes and Gardens Real Estate.
“We've gotten to a certain level of maturity at one year, and we wanted to lift the game,” she said. “We've also reached a level of stability after a year; we're out of launch and more and more stable in terms of planning and direction.”
Kwittken is focusing on raising brand profile through industry outreach, thought leadership for Sherry Chris, the company's CEO and president, and other executives, as well as consumer outreach via media relations and events, Sullivan added.
The agency is not working on a campaign immediately, but it will work with the brand on a number of upcoming events, said Jason Schlossberg, president and partner at Kwittken. The agency will also aid the company's social media efforts, including Chris' Twitter account and Facebook efforts for local brokers.
Schlossberg added that the housing market, which experts say is showing signs of recovery after last year's crash, presents some opportunities for real estate brands.
“This market presents obstacles for real estate companies, but also some opportunities, and we think this is an opportunity to take the brand name, which is really well received by people interested in homes, and educate consumers about how to be smart in this market,” he said.
Kwittken began work on the account July 1 after Sullivan selected the firm from among a number of agencies. The company did not conduct a formal RFP process, she said. Sullivan declined to name the other agencies that competed. It previously worked with Mansfield Communications, she confirmed.
She declined to specify the year-long account's budget, but said that the company spends about a half-million dollars annually on PR and social media.
Schlossberg and Jim Gorman, MD at Kwittken, are leading a team of six for the account, he said.
Better Homes and Gardens Real Estate is a subsidiary of Realogy. Meredith, a publisher, licenses the Better Homes and Gardens brand name to the company.