Long Realty
Marketing Case Study
Background:
Long Realty, a leader in the Tucson market, wanted to stay ahead
of its two closest competitors. The company came to LP&G looking
for new ways to stay on top, and attract the competition's best agents.
Goals:
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Attract and retain the best agents
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Gain more media coverage
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Create consistent look and message in the marketplace
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Research:
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Analyzed real estate agent job market by interviewing
agents city-wide about compensation, broker support and job
satisfaction
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Analyzed buyer market by surveying media about
PR coverage and reviewing the competition's materials, image
and reputations
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Recommendations:
Analysis of research led to LP&G making detailed recommendations
regarding company image, positioning in the marketplace, marketing
operations, internal communications, advertising and public relations
tactics and budgets. These included:
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Change company name (from 'Roy H. Long') and
logo to clarify and simplify message
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Create an automatic system of story gathering,
writing and distribution to media
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Overhaul entire commission structure to attract
and retain top agents
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Develop a corporate giving system
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Start an in-house advertising agency to handle
agent needs and be profit center
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Results:
Following LP&G's recommendations, Long Realty has not only retained
its position as Southern Arizona's largest real estate company, but
has gained market share and recruited top agents.
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Long Realty maintains a 40% market share - more
sales than the next four firms combined
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In homes costing more than $400,000, Long does
60% of the business
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Because of its strength in the market, Long Realty
was able to make major acquisitions to consolidate position
as leader
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Read about our work for Tucson Zoological Society/Reid Park Zoo.
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