The team at Place Estate Agents announce a first-of-a-kind summer campaign, giving more opportunity to sellers, buyers, and the company’s agents in Brisbane. Place CEO, Damian Hacket, said Place has always strived to challenge convention.

“In my decades of experience, listing and selling real estate in January is often slower than other months. However, when much of Australia was locked down in 2021, we saw a huge amount of activity occurring in the Brisbane property market over Summer.

And it makes sense; people are on holidays where they have more time on their hands. So, in 2024, we are challenging convention, and we are making the Brisbane property market come alive in January.”

Managing Director, Paul Curtain, said the main event will be the auction day on January 31, which has been branded ‘One Summer Day’.

“We are geting asked: why this time of year? Well, industry insights show us that buyer traffic across real estate portals drops off across December, however, enquiry increases from January 1, which is indicative of people having more time on their hands.”

“They are looking at the new year with fresh eyes, in search for fresh opportuniHes,” said Mr Curtain.

More than 80 properties are expected to launch from Boxing Day in the lead up to One Summer Day. Auctions will start onsite, before building to an exciting in-rooms event.

Place Chief Auctioneer, Peter Burgin, said One Summer Day is a great opportunity to bring sellers and buyers together.

“The campaign is a great example of how progressive Place has become regarding the auction process. It’s going to be a landmark event in Brisbane,” he said.

The company has already rolled out eye-catching branding, marking the start of Summer.

The Real Estate Conversation spoke with the Place Head of Marketing, Mr Gareth Gower.

1. What inspired the 'look and feel' for the Summer at Place / One Summer Day campaign?

In the past, our summer campaigns have been image based – surfing, ice creams, swimming pools, beach umbrellas – but this year, we wanted to focus on a message, rather than an image. That message is that we are working all Summer at Place to be there for our sellers during a time of the year when it is great to sell. To support that, we needed a very simple colour palette that was cognisant of Summer, and we landed on the orange gradient as our background colour behind our core messages.

2. What were some of the key elements you and the team had to consider when rolling out the campaign? Any challenges and how did you overcome them?

We didn’t want this to be just another summer campaign with some direct mail and digital collateral and so for the first time, we wanted to tie the campaign to a big event to give it more purpose. To do that, we created the overarching campaign ‘Summer at Place’, which will run for the whole season, but we also created an auction event ‘One Summer Day’, which will be an in-rooms and on-site auction event on January 31st. The other big consideration was the launch timing for the listing campaigns. All the properties that will be part of ‘One Summer Day’ will be launched to the portals on either Boxing Day or New Year’s Day, two of the biggest buyer search days of the year.

3. How does this campaign benefits Place staff, in particular, our real estate agents?

From an agent perspective, the campaign and auction event give them a way to get their year off to a flying start. For many years, January has been considered a quieter month in real estate, but this has largely been driven by the industry itself as it’s a great time of year to take an extended break. What we now know is that January is one of the highest real estate search periods of the year. From Boxing Day onwards, we see a sharp spike in buyer search activity through the online real estate advertising portals. People tend to have more time on their hands over this period and the new year is always a catalyst for change so this increase in buyer demand means it’s a great time of year to sell as vendors can stand out during a time of traditionally fewer listings. Focusing that buyer interest on an auction event is the perfect way to jump start the market and enable our agents to generate momentum for the rest of the year.

  4. How were the assets delivered to ensure the entire Place group had content to roll out / ensure the campaign was shared with the public?

We deliver the campaign across the three core levels of our business – brand, agency, and agent. At a brand level we invest heavily in digital marketing across the whole season to let sellers know it is a great time of year to consider selling, and to let buyers know there will be a significant number of properties available to purchase via the ‘One Summer Day’ auction event. Our agents then back this up through direct mail / letterbox drops, and organic digital marketing through their own social channels with collateral that we send out regularly to the teams. Our agencies have installed window posters and banners to further promote the auction event to passing foot traffic and visitors to their offices.

  5. Will it be a repeat event?

 We’re super excited about Summer at Place. This won’t be the last time we tie a seasonal campaign to a big Auction event, and we have already mapped out how we can use things like this in 2024 to bring sellers and buyers together and to help everyone find their happy Place.

See more Place Estate Agents Brisbane real estate:

Hamilton Brisbane riverside for sale - Place

Transformed Favell Architects Paddington Queenslander for sale - Place

Early 20th-century Highgate Hill for sale - Place

Riverside Hamilton sold - Place

Place’s Hot Summer: Brisbane’s Property Market to Come Alive in January