ComFree launches branding campaign from Open
September 20, 2013 | Chris Powell | Comments
Commission-free real estate network ComFree has launched a new TV, radio, print and out-of-home campaign intended to grow brand awareness and increase both market share and its listings.
The “Real estate. Made better,” campaign is the first work for ComFree by Toronto agency Open, which began working with the company late last year. The account was previously with Taxi Montréal.
In the new campaign, a 30-second TV spot airing on Shaw Media’s HGTV progresses through scenes of a family preparing to move out of their house while the voiceover mentions phrases like “drama-free,” “confusion-free” and “agenda-free” before finally concluding, “and, oh, yeah, commission-free real estate.”
A series of out-of-home ads feature copy on simple backgrounds, with messages such as “Commission-free is better when it’s confusion free too” and “Sell on your own without being on your own.”
Effie Giannou, national director of communications for ComFree, said that the campaign reflects growing consumer awareness and interest in alternative ways of selling their home. According to a recent poll conducted by ComFree, 28% of people in Ontario would prefer a commission-free real estate service.
ComFree currently has brokerage operations in Ontario and Alberta and for-sale-by-owner operations in Manitoba, Saskatchewan and Quebec. The company has already helped more than 130,000 Canadians successfully sell their home commission-free said Giannou.
“We believe consumers have a right to be educated and know about the options available in order to make the best decision to sell their home, instead of being misled into believing that there is only one way to sell,” she said.
The campaign’s target is divided into two segments: Young families who are first-time homeowners and mature families. The primary target is women 35-55, who influence their sphere and are either the sole decision makers or co decision makers. “Because women know their home best, they are the best placed to sell their own home,” said Giannou.