ERA Real Estate, a real estate band in the franchising sector and part of the Anywhere Real Estate Inc. (NYSE: HOUS) portfolio, has unveiled its newest marketing campaign, “It’s Time to Move Up.” This initiative reflects the ERA® brand’s ongoing commitment to fostering growth and innovation, capitalizing on its stated “99% recommendation rating” to position affiliated agents and companies as community experts.
“This campaign highlights our commitment to innovation and growth and reinforces our dedication to supporting our agents and brokers,” said Alex Vidal, president of ERA Real Estate. “This marks a new chapter in our journey as a brand, and we’re excited about the role it will play as we continue our growth in the months and years ahead.”
The campaign, which debuted in November, takes a social-first approach, engaging audiences on Facebook, Instagram, and LinkedIn. It features a robust suite of tools for ERA-affiliated brokers and agents, including customized social assets tied to local brokerage names and user-generated content centered around “#MoveUpMoments.” These moments capture the joy and transformation that comes with moving. Some examples in the video below are sizing up because of a baby on the way, a new puppy joining the family, and finding that perfect home with a backyard to play.
ERA Real Estate’s focus on connecting with communities is yielding impressive results. According to their team as of October 2024, year-over-year traffic to ERA.com surged by 131%, with leads from the platform up 68%. A key contributor to this growth is TextERA, the brand’s premier lead-generation tool.
“By leveraging insights from our network and focusing on community engagement, we are poised to elevate the ERA® brand and provide unparalleled value to our clients,” said Erin LeBan, senior director of field marketing for ERA Real Estate.
Leadership Driving Momentum
The campaign is launching amid a transformative period for ERA Real Estate, marked by strategic leadership appointments and initiatives under Alex Vidal’s presidency. Since taking the helm in June 2023, Vidal has cultivated a collaborative culture within the brand. He partnered with seasoned industry leaders, including Vice President of Learning Gino Caropreso, who revamped the ERA University online learning platform, boosting engagement by nearly 300% since February 2024.
Other leadership advancements include the appointment of Frank Malpica as senior vice president of franchise development, who has spearheaded the brand’s expansion into key markets such as Denver, Tampa, and Oklahoma City. National Vice President of Franchise Performance Lee Ann Roughton has also been instrumental, ensuring brokerages have the tools and flexibility to thrive, a strategy reflected in ERA’s retention rate—55% of ERA brokerages have been part of the brand for over two decades.
Chief Marketing Officer David Marine, along with LeBan and Director of Brand Marketing Leah Wright, has redefined ERA’s marketing strategy, ensuring that its messaging resonates with modern consumers.
The “It’s Time to Move Up” campaign encapsulates this spirit of innovation, tapping into both technology and human connections to support agents and consumers alike. As ERA Real Estate continues to expand its footprint and refine its approach, the brand’s commitment to delivering value and fostering community connections looks to be a key to unlock growth for the 50 plus year old brand.
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