It's time to 'think red'
- Written by Trilla Cook
Keller Williams Realty Northeast’s “Think Red” campaign is all about bringing awareness to consumers that they are passionate about providing the best comprehensive professional service in today’s real estate market. Consumers are generally passionate about certain things they want in life and buying a house is most likely the biggest purchase they will ever make. Red, an emotionally intense color, is featured on all Keller Williams signs and logos and encourages potential home buyers and sellers to “Think Red” – and think Keller Williams – when beginning their search for a new home or for a professional Realtor and to visit their Web site. One recent “Think Red” ad shows a baby dressed in red and the message is “Thinking about a bigger house?” The next ad pictures a pair of red high-heeled shoes with the message, “Thinking about a home with more closet space?” People are wondering what the next “Think Red” ad will ponder. “Instead of a page full of little photos of houses, we want our advertising to assure readers that we know what they want in a Realtor – a good reputation, responsiveness, knowledge of the market and knowledge of the purchase process,” said Cliff Collins, Keller Williams Realty Northeast Marketing Committee chairman. “We know from National Association of Realtors research that these things are important to both buyers and sellers of homes. Delivering what our clients want most is why Keller Williams is one of the fastest-growing real estate companies in America. “The innovative ‘Think Red’ advertising campaign was proven successful by Keller Williams in The Woodlands,” he said. “It’s a tried and proven campaign in a sister market. We decided to eliminate advertising photos of houses because only three percent of home buyers actually find the home they purchase via print media advertising. Twenty-nine percent actually find the house they purchase on the Internet and 75 percent of all buyers use the Internet in their search process. Our goal of the advertising is to remind them to look on the Internet by first visiting the Keller Williams Northeast Web site at www.clickKWne.com. We give home buyers an advanced Web site that will make their search easier.” The Web site provides one-stop shopping for home buyers by supplying detailed descriptions of houses, complete with color photos, up-to-date pricing, virtual tours, maps, school information and more. Shoppers will also find links to the Multiple Listing Service and Houston Area Realtors on the Web site, which lists 50,000 homes, and provides the ability to search price range, location, neighborhoods, aerial-view mapping, mortgage information and calculators plus real estate agent information. In the J.D. Power and Associates 2008 Home Buyer/Seller Study, Keller Williams ranked highest among real estate companies in satisfying home buyers. Overall home buyer satisfaction is determined by agent, office and services. Keller Williams received the highest ratings from customers in all three factors. “When buying a home, customers particularly appreciate agent professionalism, responsiveness to calls and e-mails and the agent’s skill in locating and showing properties in the appropriate price range – all areas in which Keller Williams excels,” said Jim Howland, senior director of the real estate and construction practice at J.D. Power and Associates. Keller Williams Realty Northeast, which has satellite offices in Livingston and East Houston, is co-owned by Judy Hopkins, Mark Heinrich and Michael Clapp along with Keller Williams Realty of The Woodlands and Keller Williams Professional. They have been successful at expanding and opening new offices while others are downsizing. For more information, visit the Keller Williams Realty Northeast Web site at www.clickKWne.com. Photo: The Keller Williams Realty Northeast team gathered Feb. 3 to promote their new “Think Red” marketing campaign. Photo by Trilla Cook