Case StudY

ORLANDO REGIONAL
REALTOR® ASSOCIATION

With over 20,000 members, the Orlando Regional REALTOR® Association (ORRA) is one of Florida’s largest local trade associations. Chatter Buzz was tasked with boosting consumer brand awareness and educating the public on the value of engaging a REALTOR® for real estate decisions. To achieve this, Chatter Buzz refined ORRA’s brand positioning, developed insight-driven campaigns, and optimized the advertising media plan for maximum ROI.

SERVICES WE PROVIDED

Brand Perceptions. Stakeholder Surveys. Strategy Planning. Marketing Plan Development. Creative Development. Translation Services. Creative Advertising Campaign. Social Media Advertising. Programmatic Advertising. Traditional Advertising. Video + Photography Production. Reporting and Analytics.

The Challenge

Positioning ORRA as seasoned multi-generational REALTORS®

Orlando’s real estate market is saturated with agents, many of whom have contributed to a tarnished industry reputation. Establishing trust and credibility was paramount. Buyers needed reassurance that they were not only finding their ideal home but also securing their family’s future. The campaigns aimed to highlight ORRA’s extensive experience and commitment to supporting buyers through every step of their journey.

Approach & Execution

To reach Buyers & Sellers from diverse cultural backgrounds, including Spanish, Portuguese, and Creole-speaking communities, we utilized both traditional and digital campaigns to showcase ORRA’s commitment to supporting families’ futures.

With the tagline “Welcome Home” spearheading the campaign we reminded buyers of the importance of this decision. By leveraging a mix of traditional and digital advertising, creative visuals, and compelling messaging, the campaign successfully connected with families, fostering trust and driving substantial engagement.

48-second video to capture buyers’ attention with a heartfelt message

A short video was created in four languages (English, Spanish, Portuguese, and Creole) to showcase family moments in their homes, illustrating different generations together. The video conveyed messages such as “Investment in the future, dreams coming true” and “Trusting us with your future, your thresholds, your family, your home,” reinforcing the notion that ORRA was a trustworthy partner in securing their family’s future. The video concluded with the tagline, “Welcome Home,” encapsulating the campaign’s sentiment.

Facebook ad campaign to demonstrate trust and credibility

Chatter Buzz launched a comprehensive social ad campaign in all languages to reach a broader audience. They featured visuals of multicultural families alongside their homes, including photographs of previous generations, to emphasize continuity and reliability.

The ad copy highlighted ORRA’s availability and support, reassuring buyers that ORRA was dedicated to overcoming challenges and providing peace of mind throughout their home-buying journey.

Traditional marketing with billboards to capture those who aren’t online savy

The billboard campaign further reinforced the campaign by highlighting multi-generational homes. The visuals were designed to attract attention and convey the stability and continuity of family life in an ORRA-represented home. The tagline “Welcome home” was prominently displayed, along with supporting text that read, “Tired of losing the real estate game? Win with a REALTOR®.” This direct approach aimed to convert passersby into considering ORRA for their real estate needs, emphasizing the association’s reliability and success in the real estate market.

The Results

Data shows families trust ORRA with their homes and futures

The integrated media and creative campaign significantly boosted ORRA’s engagement and trust with families looking to buy or sell homes. The metrics indicate a successful campaign that exceeded expectations.

14.5 Million

Unique impressions

1.5 Million

Unique total reach during a 12-month flight, surpassing all historical consumer campaign benchmarks.

11,456

Conversion actions on the landing page

1200%

Increase in website traffic

All Case Studies