The world's most exciting homes
There's a stigma that property auctions are only for distressed and repossessed properties – that's simply not true. Concierge Auctions has set out to prove that selling your luxury home via auction is might be the best decision you ever make.
Concierge Auctions was established in 2008 and since become the world market leader, revolutionizing the real estate market and setting records.
From selling America's largest and most expensive homes, to running more luxury property auctions than anyone else.
Effectively; if you know anything about luxury real estate, then you know about Concierge Auctions (CA). However the perception for some; is that it's a high risk option, whilst the reality is that listing and waiting is more harmful to the sale price. CA knows this well, their longitudinal research consistently shows that sitting on the market is costly.
Therefore our goal was simple; to change perceptions and push growth even further, and it started with strategy.
We can't show you the inner workings of how CA's strategy but what we can say is that each property comes with a variety of different stakeholders with entirely different and often conflicting needs. The key to success is balancing these characters and using different messaging.
The process began with defining new personas and using them to inform a brand new messaging.
As outsiders to the business, we had a lot of ideas for creative campaigns and novel angles. Double consultants helped craft new creatives across channels, optimise landing pages, and refresh copy. Going after new audiences means finding new ways to tell a new story, too!
