Source: Raine & Horne
Key points:
- Raine & Horne and Mike Pero Real Estate networks get behind nationwide campaign that includes high-rating radio spots on stations Coast, The Hits, NewstalkZB, and SENNZ, targeting over 3.6 million weekly listeners in New Zealand.
- The campaign aims to reach up to 80% of the national adult radio audience, specifically targeting property owners. The campaign focuses on building brand awareness ahead of Mike Pero Real Estate soon becoming Raine & Horne.
- Advertising efforts are supported by an extensive and eye-catching social media campaign via Raine & Horne’s first-to-market advertising platform ‘Amplify’ that uses Artificial Intelligence to target property owners and prospective clients.
Wellington, NZ, (14 August 2024) Raine & Horne and Mike Pero Real Estate have united in a nationwide campaign aimed at reaching property owners across New Zealand. The campaign, which includes high-rating radio spots and a captivating social media initiative, seeks to build brand awareness ahead of Mike Pero Real Estate’s transition to Raine & Horne.
The Australasian real estate heavyweight is leveraging the power of radio advertising to target over 3.6 million weekly listeners in New Zealand on popular stations such as Coast, The Hits, NewstalkZB, and SENNZ, with the goal of reaching up to 80% of the national adult radio audience.
Mr Angus Raine, Executive Chairman, Raine & Horne Group, who spearheaded the real estate brand’s launch into New Zealand in 2023, stated, “This campaign is strategically designed to engage property owners and create a strong brand presence in the market. By combining our resources and expertise, we aim to maximise our reach and impact.”
Raine & Horne launched in New Zealand in April 2023 and today, the network boasts more than 60 offices after acquiring the Mike Pero Real Estate group from Liberty Financial in December 2023.
“By partnering with these trusted radio stations, Raine & Horne will have the opportunity to connect with millions of potential customers and inform them about the impending name change from Mike Pero Real Estate to Raine & Horne,” said Mr Raine.
The radio spots will emphasise the impending transition of Mike Pero Real Estate to Raine & Horne, with the campaign’s key messages focusing on the seamless integration of the two networks and the benefits it will bring to property owners.
Radio advertising offers several advantages, particularly its ability to deliver the frequency of message required to build brand awareness through alignment with popular radio shows. “By aligning ourselves with likeable and credible radio shows and hosts at Coast, The Hits, NewstalkZB, and SENNZ, we can leverage the credibility and trust associated with these media platforms and their personalities,” Mr Raine added.
SENNZ, for instance, is home to some of the biggest names in sport, including cricket doyen Ian Smith, who is arguably one of the most recognised voices in the red-ball game worldwide, as well as former All Blacks Israel Dagg and Stephen Donald, along with Drive co-host Kirstie Stanway. At news and talkback leader Newstalk ZB, high-profile hosts include Mike Hosking, Kerre Woodham, Simon Barnett, James Daniels, and Heather du Plessis-Allan on Drive.
The Hits kicks off each day with the entertaining duo of Jono Pryor and Ben Boyce for Breakfast, reaching 458,000 listeners. Its NZME Radio stablemate Coast starts the day with Toni Street, Jase Reeves, and Sam Wallace, attracting 302,000 listeners with its mix of feel-good music and friendly talk.
“We’ve recognised the importance of reaching property owners, who are crucial real estate consumers whether they’re first-timers, upgraders, or downsizers,” said Mr Raine. For example, Coast and NewstalkZB target 40-59-year-olds, while The Hits targets 30-49-year-olds. SENNZ enables brands such as Raine & Horne to connect with sports enthusiasts, particularly males aged 25-54.
In addition to radio advertising, Raine & Horne are utilising their innovative and first-to-market advertising platform, ‘Amplify,’ to launch an extensive social media campaign. This groundbreaking platform employs Artificial Intelligence to precisely target property owners and prospective clients, ensuring maximum exposure and engagement.
“Our decision to align our radio advertising efforts with our innovative social media marketing tool Amplify, reflects the diverse range of property owners our combined network cater to. By diversifying our media mix, we will ensure we reach homeowners across New Zealand, regardless of their geographic location.”
The integration of Raine & Horne and Mike Pero Real Estate represents a significant milestone in the New Zealand real estate industry. By combining their strengths and resources, the two networks are poised to deliver exceptional service and value to property owners across the country.
