Professionals Marketing Look Book 2023

Marketing Look Book

Introduction

Since 1976, the Professionals brand has continuously evolved to stay relevant, recognisable, and consistent for consumers. In 2019, Professionals Group Australia implemented a brand “refresh,” which involved establishing an in-house marketing team.

Professionals Real Estate is widely acknowledged as a stable, trustworthy, and iconic Australian brand that resonates with everyday Australians. Our brand caters to a diverse range of markets, including premium segments, while maintaining the flexibility to connect with local communities in all our offices.

Our internal Marketing team has achieved an unparalleled level of service within the industry, earning the admiration and loyalty of our network.

Website

In 2022, Professionals introduced a fresh and contemporary website design that is both sleek and mobile-friendly. The revamped website now features an engaging video instead of a static image, adding a dynamic touch to the user experience. We strongly encourage all offices to showcase their local community by uploading footage of their area, people, and offices.

Professionals offices have the flexibility to customise their websites with optional homepage text and panels. They also have the ability to add news updates, custom forms and pages, as well as external lead generation links.

For those who are short on time, our dedicated Marketing team can take care of managing this content for you. As our customers’ expectations continue to evolve, we consistently collaborate with iProperty to implement paid enhancements that benefit the entire network. Our commitment to growth and improvement ensures that our website remains at the forefront of industry standards.

Social Media

Our internal Marketing team provides free Social Media health checks, syndicated content, and training to all offices.

To keep our network connected, we have closed Facebook Groups for Principals, Salespeople, Property Managers, and a general group for people to connect, share news, and get to know each other.

Each office receives a monthly marketing pack with over 30 individual assets, including posts, stories, and headers for major social media platforms.

If you can’t find what you need, our in-house graphic design team at Professionals can create custom assets for you at no charge. We fulfil over 1,500 of these requests annually, and our offices find this service invaluable.

Training

Whether you’re an experienced social media guru or just starting out on platforms like Facebook and Instagram, Professionals offers a range of services to help you effectively manage your online presence. Our team is dedicated to providing top-notch support and guidance.

In addition to our management services, we also offer informative webinars on various topics such as marketing, sales, property management, and business strategies. These webinars are designed to empower all members of your staff with valuable knowledge and insights.

With our expertise and commitment to customer satisfaction, you can trust us to help you make the most out of your online presence.

Property Marketing

Our brand is consistent, bold, and easily recognizable across various marketing materials such as listing kits, signboards, window cards, and our national listing publication, Showcase. This publication reaches over 500,000 Australians every month.

Our Brand Guidelines offer over 120 pages of designs for you to choose from, ensuring that you can find something that suits your office’s preferences.

Agent Marketing

Our agents have the freedom to market themselves in a way that connects with their local communities. They can adapt their appearance from our corporate uniforms, featuring the iconic red Professionals tie, to more casual looks such as red and white polos. Ultimately, they can wear whatever makes them feel comfortable.

We offer comprehensive support to our agents, both in print and digital formats. This includes assistance with appraisal documents, letterbox drops, Facebook Business profiles, lead generation ad sets, outdoor signage, and custom signs for open homes and inspections.

In addition, we prioritize keeping our agents up-to-date with the latest market trends and technology through our corporate partnerships. We provide regular in-person and online training sessions conducted by technology partners, as well as experts in sales, property management, administration, marketing, and business. This ensures that our agents are always at the forefront of their field.

People

Our people are the foundation of our achievements. We firmly believe that the key to successful real estate lies in having the right individuals, which is why we take great pleasure in showcasing them in our marketing efforts.

In all aspects of our business, we gather highquality photographs taken by professionals from our various offices nationwide. These captivating images are then prominently displayed in our advertisements, as well as in our print and digital materials. While we acknowledge the value of stock photography, whenever possible, we prioritize the use of genuine experts in the field.

Advertising

Professionals invest over $1M annually in national advertising and sponsorship. From local sponsorships like the WA Dockers and Parramatta Referees to larger ones like Optus Stadium and the GWS Giants, the Professionals brand is prominently displayed across various platforms. This includes live television, catch-up TV, radio, billboards, buses, bus shelters, podcasts, and comprehensive digital advertising campaigns across all social media channels.

Each time we create a new TV commercial and campaign, we provide offices with their own customised version for local marketing purposes.

Interested in sponsoring something in your local area? Give us a call, and we may be able to contribute to our advertising pool of funds. This is one of the benefits of being part of a network where all profits are reinvested in supporting offices.

Office Exteriors

Professionals’ offices have a clean and white exterior to emphasise the colours in the logo and stand out among other vibrant colours on the street. The facade and awnings display only the logo, contact number, and/or website.

For larger buildings, the full or cropped brandmark (star) can be used for better visibility from a distance.

We recommend that offices either use window displays with window cards or choose from a variety of stock images along with one of the Professionals’ brand values, such as “the true value of any home is the life inside.”

Offices have full control over the interior of their office space (operating within the brand guidelines) and our internal marketing team are available to mock-up different options so you can look before you buy.

National Breast Cancer Foundation

Our 19-year partnership with the National Breast Cancer Foundation has resulted in over $4.2 million in donations. As a result, we have been honoured as a Diamond Partner and enjoy exclusive marketing and advertising opportunities on their extensive online platforms.

In addition to our philanthropic efforts, we also know how to have a good time! You’re invited to join us at the prestigious NBCF Gala Dinner, participate in the exciting NBCF Golf Day, or get involved in engaging campaigns such as ‘Go Pink’, ‘55 Squat Challenge’, or the annual NBCF Breakfast Series.

THE MARKETING JOURNEY

Be Supported by Marketing Professionals

When deciding whether to switch brands or join an established one, marketing plays a crucial role.

By choosing our brand, you will benefit from a team of in-house marketers who are readily available to provide unparalleled support. They are dedicated professionals who actively participate in regular networking events with other offices. Their genuine interest in building relationships allows them to connect with and understand each individual on a personal level.

TAKE YOUR BUSINESS TO THE NEXT LEVEL

If you’re thinking about switching to Professionals and want to learn more about the brand, our team is thrilled to meet with you and demonstrate how we can assist you in achieving success under Professionals Real Estate.