Brand marketing is crucial for real estate businesses. It helps establish a unique identity, differentiate from competitors, build trust with clients, and support long-term growth.
For many real estate businesses, outsourcing brand marketing to a professional digital and social media marketing agency can be a cost-effective solution that delivers specialised expertise without the expense of an in-house team. However, finding the right partner is vital – success hinges on selecting an agency that understands the unique needs of the real estate industry.
Not all marketing agencies are created equal. While many offer solutions, only a few specialise in real estate and understand the intricacies of property businesses. Real estate isn’t a one-size-fits-all industry, and generalist marketing strategies that work well for e-commerce businesses often don’t yield the same results for a business that provides a service rather than a product. Marketing strategies must consider market life cycles and service lines, such as property sales, leasing, buyers agent services or wealth creation strategies.
Partnering with a specialised real estate marketing agency can significantly reduce costs and improve performance. Tapping into a digital team that specialises in real estate and understands that the lifeblood of a real estate professional is securing their next listing (not buyers or renters) means you don’t waste time educating your marketing team; instead, you gain knowledge from a team that has a birds-eye view of what works and doesn’t work across multiple digital channels.
The right partner can make a measurable difference. Working with a real estate-focused agency not only improves performance but can also cut unnecessary expenses by eliminating ineffective tactics. After working with a generalist agency that struggled to capture the nuances of the property sector, Purple Cow switched to Hoole Marketing’s specialised real estate marketing team, allowing us to finally achieve the brand positioning and results they needed to grow.
The story demonstrates how finding a knowledgeable and experienced team can deliver better ROI and help businesses like Purple Cow achieve remarkable growth.
Introducing Purple Cow & Greater Springfield
Purple Cow Real Estate is an award-winning independent agency in Greater Springfield, Queensland – a region on Brisbane’s western outskirts that has evolved significantly over 20 years. Known as the Western Growth Corridor, this area has experienced substantial infrastructure investment, making it an attractive destination for affordable housing. Similar to developments in Western Sydney and Melbourne, the 4300 postcode has transformed from farmland into a thriving residential community.
Purple Cow was founded in 2014 by Andy Nutton, who recognised an opportunity to fill a gap in the local real estate market: property management services catering specifically to the needs of investors, including those from interstate. With a background in project marketing, Andy played a key role in the area’s development as part of Lend Lease, overseeing the transition from land estates to residential communities.
Meaning behind Purple Cow
Purple Cow’s name is inspired by Seth Godin’s book Purple Cow, which advocates for standing out in competitive markets. The agency aimed to embody this philosophy by offering a level of service that was anything but ordinary. While Andy’s team initially focused on project sales and investment properties, Purple Cow’s approach evolved as Greater Springfield matured, shifting towards owner-occupier home sales. The agency has grown in response to the local demographic shift, reflecting the area’s transition from primarily rental-focused homes to a balance between investors and homeowners.
Rapid real estate agency growth
The agency has grown impressively, managing over 1,200 properties and earning the title Boutique Agency of the Year at the 2023 REB Awards. As the market shifts from investor-dominated properties to more owner-occupied homes, Purple Cow is evolving to focus on established home sales while maintaining its strength in property management and investor services. Purple Cow’s journey underscores the importance of both strategic marketing and community knowledge in building a resilient real estate brand.
The Purple Cow problem
Despite Andy’s background in project marketing and his belief in brand marketing’s value, Purple Cow’s initial marketing partnership fell short. The agency they selected excelled in e-commerce but didn’t have a strong grasp of real estate’s intricacies. This lack of industry knowledge became a barrier to creating effective campaigns that aligned with Purple Cow’s goals.
The mismatch led to a disjointed marketing strategy that didn’t resonate with their target audience. Campaigns lacked cohesion, and the marketing agency’s inexperienced team struggled to capture Purple Cow’s unique brand identity. Purple Cow’s digital presence remained unfocused, and without an integrated strategy, marketing efforts felt scattered and ineffective.
Andy grew increasingly frustrated with the absence of meaningful results and a lack of measurable ROI. This experience drove Andy to seek a new marketing partner with real estate expertise and a clear understanding of Purple Cow’s brand vision.
Finding Hoole marked a turning point. Purple Cow needed an agency that could not only generate leads but also understand the agency’s mission and deliver campaigns that truly spoke to its audience.
The Hoole solution
Finding Hoole marked a turning point. Purple Cow needed an agency that could not only generate leads but also understand the agency’s mission and deliver campaigns that truly spoke to its audience.
1. Real estate marketing strategy
Every successful marketing effort starts with a strong strategy, and for Purple Cow, we began by conducting in-depth workshops with directors Andy Nutton and Nicole Challen. These sessions allowed us to thoroughly assess the agency’s business model, digital presence, and the local market’s demographic profile. Leveraging data-driven insights, we identified the right messages to connect with the right audience, focusing on both the growing population of owner-occupiers and the established investor base.
2. Real estate market analysis
Our analysis revealed shifts within Brisbane’s western growth corridor, where the need for established home sales had increased, especially as rental properties in postcode 4300 dropped from 80% to around 38.4% over time, in line with the region’s evolution. These trends shaped our approach, with a primary focus on maintaining Purple Cow’s strength in investor services while also positioning them as a top choice for traditional property sales. Real estate businesses in newly developed regions benefit from a dual approach: servicing existing investors while appealing to a growing homeowner market.
3. Real estate brand presence
Maintaining a consistent brand presence within the property investor market was essential for Purple Cow, helping them reduce attrition by reinforcing their expertise. We aimed to keep landlords engaged, even for future property sales and positioned Purple Cow as a natural choice when these clients looked to sell. Another priority was reaching out to landlords in Greater Springfield who might be dissatisfied with their current property managers. Our strategy highlighted Purple Cow’s local expertise, giving landlords a compelling alternative.
4. Real estate digital & social marketing assets
With goals clearly defined, we focused on strengthening Purple Cow’s brand foundation. We revamped the agency’s visual identity, consolidating brand elements to create a cohesive, recognisable image that would appeal to investors, homeowners, and developers alike.
- Professional photoshoots captured authentic team interactions with clients and property preparations, giving their marketing a unified look.
- Updated online profiles for the agency and its staff across websites, social media, and directories, delivering consistency and quality, aligning with the agency’s distinct identity.
5. Real estate website
To further enhance visibility, we transitioned Purple Cow’s website from HubSpot to a custom Hoole WordPress platform. This transition not only cut costs but also provided a real estate-specific user experience. Designed with landlords and homeowners in mind, the new site offered improved usability, making it easier for visitors to find answers and engage.
6. Real estate marketing funnel
With a robust foundation in place, our next step was to refine Purple Cow’s lead-generation approach, creating a multi-faceted marketing funnel targeting landlords, home sellers and property developers.
- Real estate content marketing
At the top of the funnel, we introduced a weekly blog series ghostwritten under Andy’s name. This strategy personalised the brand, building trust with prospective and current clients. Each post was shared via email and boosted on social media to keep Purple Cow Real Estate front of mind.
- Interactive content (watch and download)
In the mid-funnel stage, we launched a market report and video series targeting both owner-occupiers and investors, helping those considering a property switch or sale.
- Lead generation
For bottom-funnel efforts, Google Ads and social media lead campaigns connected with high-intent clients, demonstrating Purple Cow’s expertise.
7. Placing experienced staff front and centre
One of the most effective strategies was personalising Purple Cow’s messaging. By putting Allen, the BDM with 25 years of experience, front and centre in marketing materials, we built trust and demonstrated the agency’s deep industry knowledge. Allen’s presence added credibility, especially with landlords, and allowed us to highlight Purple Cow’s unique value proposition.
8. Talented and experienced creatives
We also adjusted content production by working with skilled creatives instead of relying on in-house juniors. This brought a higher level of quality and consistency to Purple Cow’s marketing, ensuring that each piece of content aligned with the agency’s professional image.
9. Clear and consistent messaging
Our integrated strategy has effectively repositioned Purple Cow as a standout player in Greater Springfield. Every aspect of our marketing plan is designed to reinforce the agency’s “remarkable” ethos, helping it resonate with both long-time investors and new homeowners in the community.
Improved ROI with a 50% cost reduction
Since partnering with Hoole, Purple Cow has seen significant improvements in its marketing outcomes. The unified approach has delivered higher-quality leads, bringing in clients who align well with the agency’s service offerings. In addition, we’ve been able to reduce advertising costs by over 50%, helping Purple Cow achieve a higher return on marketing investment.
Our data-driven, localised campaigns have generated meaningful engagement, building relationships with both landlords (located outside the area and interstate) and prospective home buyers (located in Greater Springfield). By personalising content and showcasing the experience of Purple Cow’s team members, we’ve strengthened the agency’s credibility and trustworthiness in the market.
Most importantly, the partnership with Hoole has provided Purple Cow with a solid foundation for sustainable growth. The agency now has a cohesive marketing strategy that not only supports its current objectives but also positions it for continued success as Greater Springfield evolves. Through strategic campaigns and an emphasis on brand consistency, Purple Cow has transformed its marketing from a fragmented approach to a well-defined brand presence in a competitive real estate market.
Avoid the one-size-fits-all digital & social strategy
Purple Cow’s journey illustrates the value of partnering with a marketing agency that truly understands the real estate industry. A one-size-fits-all strategy won’t deliver results; successful marketing requires a deep understanding of local real estate market dynamics and a tailored approach that evolves with the area’s changing needs. Without that expertise, campaigns can lack direction, fail to generate leads, and ultimately dilute a brand’s presence.
As real estate businesses grow, their marketing programs and tools must also adapt. Choosing a specialised brand marketing agency with proven real estate expertise ensures better ROI and more effective marketing. With Hoole’s guidance, Purple Cow has returned to its remarkable roots, standing out in a competitive market and driving long-term growth.
Ready to get professional marketing help?
If you’re a real estate principal who wants to take your digital and social media marketing to the next level, book a free 1-hour consultation with me, Melanie Hoole. I’ll give you on-the-spot recommendations specific to your business, your real estate services and the growth trajectory or evolution of your local region.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
