New campaign evoking aspirational aspect of real estate targets far-reaching audience of buyers, sellers and agents
Fairfield, Litchfield, New Haven, Middlesex and New London Counties, Conn., Westchester County, N.Y., and Berkshires, Mass. – January 22, 2018 – William Pitt and Julia B. Fee Sotheby’s International Realty today announced a brand-new marketing campaign nearly a year in the making, revolving around the mantra “Move Up.” The new print and digital ads are designed to evoke the aspirational aspects of real estate, targeting everyone from buyers to sellers to agents seeking to work with the most exceptional company and brand in the industry. The firm started rolling out the ads in mid-January in all its markets including Westchester County, N.Y., Connecticut and the Berkshires, Mass.
The mantra “Move Up” was chosen for its power to convey the desire among consumers and sales professionals alike to achieve the finest experience in real estate possible, whether a seller wishing to list with a stronger company, a buyer pursuing a better house or a more knowledgeable agent, or a sales expert searching for a more powerful brand.
“The nature of real estate is built upon aspiration, an idea that ‘Move Up’ perfectly encapsulates,” said Paul Breunich, President and Chief Executive Officer of William Pitt and Julia B. Fee Sotheby’s International Realty. “It captures the essence of who we are as a company and the experience we offer in our mission to represent the mark of success and service for everyone—our agents, employees, community and clients. I am thrilled to introduce this exciting new marketing initiative and its intriguing mantra, which will quickly become a core part of our DNA.”
“Move Up” is additionally intended as an invitation to city dwellers to move up to the suburban market areas north of New York City, a facet of the campaign that particularly comes to life in the first wave of ads. Depicting imagery of the enviable lifestyle obtainable beyond the city borders, the ads feature taglines such as “The sheer exhilaration that comes with having family over and giving them their own wing” and “The sheer exhilaration that comes with owning a slice of solitude 30 minutes from the greatest city on earth.”
Developed in partnership with the real estate marketing agency 1000watt, the marketing pieces are now appearing in both print and online media outlets, as well as across the company’s multiple social media platforms including Facebook and Instagram.
The company has developed a landing page and “Look Book” revealing the heart of the campaign, available to view online here.
###
About William Pitt and Julia B. Fee Sotheby’s International Realty
Founded in 1949, William Pitt and Julia B. Fee Sotheby’s International Realty manages a $3.9-billion portfolio with more than 1,000 sales associates in 26 brokerages spanning Connecticut, Massachusetts, and Westchester County, New York. William Pitt and Julia B. Fee Sotheby’s International Realty is the largest Sotheby’s International Realty(R) affiliate globally and the 31st-largest real estate company by sales volume in the United States. A full-service real estate firm headquartered in Stamford, Connecticut, William Pitt and Julia B. Fee Sotheby’s International Realty provides ancillary services including commercial services through its affiliation with Building and Land Technology, a second-generation development company based in Stamford, Connecticut; William Pitt Insurance Services; and an award-winning global relocation division. For more information, visit the website at williampitt.com and juliabfee.com.
Sotheby’s International Realty’s worldwide network includes approximately 20,000 sales associates located in approximately 880 offices throughout 70 countries and territories.
William Pitt Sotheby’s International Realty Contact:
Andrew Wood
Director of PR and Content
AWood@williampitt.com
(203) 644-1938