The Group Managing Director of Ray White has issued a call to action to coincide with a new marketing strategy.

For the first time in the property group’s 117-year history, Ray White has rolled out national television campaign featuring Australian actor Rhys Muldoon, who stars in its iconic “Great Australian Dream” brand drive.

Group Managing Director Dan White said while Ray White had previously prioritised personalisation ahead of its brand identity, the company's growth had led to differing views on how it should be promoted.

"With this mindset of personalisation, many of our members (lots of them lovers of all things marketing) continually added their own touch to our marketing materials and logos," he said.

"While each represented only a small change, over time and as we grew much larger, these changes led to many obvious inconsistencies that we realised had become confusing to both our members and our customers.

"Worse, social media exposed previously hidden brand inconsistencies across different suburbs, states and countries."

"These variations naturally became more visible the more we grew."

After re-evaluating its position, the company actively engaged marketing professionals to assist with its most recent brand refresh two years ago.

Mr White said the new television campaign signalled a further progression for the company.

unnamed_21.jpg

Rhys Muldoon in a scene from the new Ray White commercial. Source: Ray White

It’s time for each of those who operate under the brand, including my family, to respect the brand as something outside of ourselves, understanding that it’s not ours to tamper with," he said.

"Of course, it needs constant consideration and review, the continued proliferation of social platforms alone demands this.

"Brand integrity is our destination, no matter how arduous the journey might be."

The ad takes a lighthearted view of Australia’s inability to give its landmarks creative names, instead always falling back on the word ‘great’, and aims to help make the brand synonymous with the property dreams of all Australians. 

The Great campaign is designed to break Ray White out of the real estate category, while also pushing the boundaries of what was expected from a typical real estate industry campaign. 

Ray White Head of Marketing Lisa Pennell said the company’s history and future ambition was a great story to tell.

“Ray White is a family owned and led Australian business that's grown from humble beginnings 117 years ago, to now selling more than one in every 10 properties sold across the country," she said.

"Many people don’t realise the immense size and reach of our members and brand, and yet we dominate market share across the country.

The most recent data for 2019 shows Ray White’s market share reached 11.36 per cent, an all-time high for the group, and the standout leader in the real estate category.

Ms Pennell said consumers still place an immense amount of trust in TV advertising, particularly when the message tells a compelling story, rather than pushing an agenda.

“We're excited to be bringing our television commercial The Great to audiences across Victoria, NSW and South Australia, having already had great feedback even in the early stages of the campaign,” she said.

Click here to view the Ray White Marketing Manager position on Recon Jobs.

Similar to this:

Ray White New Farm to donate commission from upcoming sale

Dax's development - Getting to know the Ray White Special Projects team

Get to know Chris Wilkins of Ray White Drummoyne