When it comes to advertising, real estate companies have historically stuck to one message, which is usually something about why they’re the best. It’s important to be good at what we do, but does that really tell you WHY you should work with our company? I would argue no.
That’s why when Windermere started planning its 2014 advertising campaign, we decided to center it on the question “Why Windermere?” Our inspiration for this came from a book entitled, Start With Why, by Simon Sinek. This book really forced us to step back and look at things differently. It allowed us to reflect on the inspiration behind Windermere’s founding 42 years ago and what has enabled the company to grow into what it is today.
It all really goes back to our founder, John Jacobi, a young banker who wanted to help change an industry that wasn’t known for its professionalism. His focus was to put relationships before sales quotas, with an emphasis on service to our clients and our community. He surrounded himself with like-minded professionals, and with their help, grew Windermere into one of the largest regional real estate companies in the nation.
Jump forward 42 years, and it is this same philosophy of focusing on relationships that still defines Windermere today. We worked hard to capture this message in our new ad campaign, which combines TV, radio, print, web, social media, and marketing collateral materials. We launched our TV ads in Western Washington during the NFC West Playoffs and plan to run them during other high profile events, such as the Academy Awards. If you ever fly with Alaska Airlines, you might see one of our ads in their magazine, and a number of our offices are also running them on local and regional channels throughout the Western U.S.
We’re really proud of our new ad campaign and hope our message is clear: Relationships are more important than sales quotas. Relationships that last not just for a transaction, but for a lifetime. To view Windermere’s 2014 advertising campaign, please visit: https://www.windermere.com/company/why_windermere.
Noelle Bortfeld is the Chief Marketing Officer for Windermere Real Estate where she is responsible for all consumer marketing activities. She oversees branding, advertising, interactive and direct marketing, social media, public relations and event marketing.