America’s 4th Largest Brokerage to Unveil New Tagline, New Mobile App, A Re imagined Magazine + Expanded Art Partnerships
Douglas Elliman Real Estate, the #1 real estate brokerage in NYC and #4 nationwide, will launch its new brand campaign, It’s Time for Elliman – one that integrates media across all platforms, including newspapers, magazines, billboards, social, indoor and outdoor advertising and, for the first time for the brokerage, television. The new messaging will debut across television, print and digital media in all of the markets the company serves, including Manhattan, Brooklyn, Queens, Long Island, The Hamptons and North Fork, Westchester and Putnam Counties, Connecticut, New Jersey, South Florida, Los Angeles, California and Aspen, Colorado.
“With our firm’s expansion efforts well underway across the country, we felt it was time to engage the public in new and exciting ways that drive home the key message that no matter the stage of life of homebuyers and sellers, It’s Time for Elliman,“ said Dana DeVito, Senior Vice President of Marketing for the nationally recognized firm.
The entire campaign underscores the important emotional and financial decisions involved in almost every real estate transaction. The ads, designed to celebrate diversity in America, underscore how the company’s over 6,000 highly-trained sales agents in 85 offices coast to coast help navigate clients through challenging markets, as well as important life milestones that call for a starter-apartment or a new primary or second residence; or the inevitable time in life when one decides to let go of their longtime, beloved home.
“By stating that ‘It’s Time for Elliman,’ we are reaching both existing and future clients with themes that duplicate the very human experiences and emotions we all share when buying or selling a home,” said Dottie Herman, the firm’s President and CEO. “Our message will resonate across all of our markets.”
Produced in partnership with award-winning Agency Sacks, highlights of the diverse nationwide campaign include giant billboards strategically located on the Long Island Expressway’s east and westbound approach to and from the Midtown Tunnel, as well on Sunset Boulevard in Los Angeles, one of the most highly trafficked roadways in California. In addition, Douglas Elliman has struck a partnership with the iconic bus service, the Hampton Jitney, which will wrap buses with creative from the new campaign and the Douglas Elliman logo, which has also been redesigned. The company will be well-positioned at private and executive airports in Aspen and Los Angeles where many high net worth clients tend to travel. Douglas Elliman’s brand campaign will also extend to New York City’s highly visible buses and taxi tops.
“In all, we anticipate hitting close to three quarters of a billion potential customers nationwide with It’s Time for Elliman,“ said Scott Durkin, COO of Douglas Elliman. “Our company will also unveil a new app and revamp its magazine, Elliman, which will appear for the Memorial Day weekend, with its primary emphasis on real estate.” In September, the magazine will sport a new look. Elliman will publish four times a year; two issues will be dedicated to re-sale and two issues to new development.
The firm has forged a new strategic partnership with Frieze New York, the art fair that has brought together the world’s leading modern and contemporary art galleries during the month of May 2017 and also has a longstanding relationship with Art Basel Miami and Design Miami which will continue once again in December 2017.
“Art and design are passion points for our company,” added DeVito. “The connection between art, design and real estate is undeniable, as our clients and our agents make a correlation between beauty and design found both inside and outside of the home.”
“Our efforts to increase brand awareness through this new campaign, along with forward–thinking approaches to expanding markets, technology and the visual arts, further propel us to the top of the real estate industry,” stated Durkin.
About Douglas Elliman Real Estate
Established in 1911, Douglas Elliman Real Estate is the largest brokerage in the New York Metropolitan area and the fourth largest residential real estate company nationwide. With more than 6,000 agents, the company operates over 85 offices in Manhattan, Brooklyn, Queens, New Jersey, Long Island, the Hamptons & North Fork, Westchester, Greenwich, South Florida, Colorado and Beverly Hills. Moreover, Douglas Elliman has a strategic global alliance with London-based Knight Frank Residential for business in the worldwide luxury markets spanning 59 countries and six continents. The company also controls a portfolio of real estate services including Douglas Elliman Development Marketing; Manhattan’s largest residential property manager, Douglas Elliman Property Management with over 250 buildings; and DE Commercial. For more information on Douglas Elliman as well as expert commentary on emerging trends in the real estate industry, please visit www.elliman.com.
SOURCE Douglas Elliman