PROJECT:
Rachel Damiani, a Realtor who deals exclusively with first-time home buyers, wanted to compliment her online marketing with a print campaign. The collateral included a series of direct mail postcards, a one page leave-behind, and brochure.

CONCEPT:
Rachel’s unique selling proposition (USP) is that she is the same age as most of her clients. First time home buyers are typically young, they’re new to a process that will lead them to the biggest purchase in their lives, and they want to be informed. With these marketing pieces, the objective was to cut through the bull, inform, and reach an audience not easily convinced while highlighting Rachel’s USP.

I’m not your parents’ Realtor.

You’re young, starting out, and excited about buying your first house. Mixed with this anticipation is a stubborn sense of dread and a bunch of questions—how much are monthly payments? Is this house a good deal? What is a closing like? You want it all on a limited budget. You need someone to guide you through the process, but don’t want to be talked at. Correct me if I’m wrong, but you need someone who understands you and your complicated contradictions. I don’t think the average 55-year old Real Estate Agent will get you.

Fortunately, you have me. I choose to work exclusively with first-time homebuyers. Why? Because I know I can help. I understand that you’re new to the buying process but still want to feel knowledgeable and empowered. I know that you’re both excited and scared, but you want more than a glorified hand-holder. You want a trustworthy friend and partner—someone who has answers to your pressing questions, a Realtor with a can-do attitude. A Realtor your own age.